Snyder: ‘It’ll Always Be Arnold’

Aimed at creating a single identity for its Direct Services Group, Snyder Communications last week folded at least four related companies, including Blau Technology Marketing, under Brann Worldwide.
The move is designed to create a simpler, more seamless approach when dealing with clients and prospects, said Snyder chief financial officer Clay Perfall, in much the same way Arnold Communications in Boston is operated as Snyder’s creative services brand.
The Direct Services Group is Snyder’s largest division, contributing 47 percent of the company’s 1998 revenues of $815 million, followed by healthcare services at almost 40 percent and creative services at 13 percent, according to Snyder’s annual report.
Interestingly, some Arnold employees were identified in captions of the annual report as being from “Snyder Creative,” raising the question of whether the Bethesda, Md.-based parent company was eliminating the Arnold nameplate.
According to Perfall, there is no plan to do that. Identifying Arnold employees as members of Snyder Creative is “a presentation to the investment community to reinforce the Snyder name. To their people and to their marketplace it will always be Arnold,” Perfall said.
One source said Snyder Communications–which recently replaced its longtime public relations shop, Citigate-owned Dewe Rogerson in New York, with Arnold Public Relations–is looking to broaden the awareness of its name among the investment community. Snyder wants to be seen not a healthcare specialist but a fully integrated communications company on par with an Interpublic Group of Cos. or Omnicom Group.
The name of Blau, which relocated to Chicago from Wilton, Conn., shortly after its acquisition by Snyder more than a year ago, will disappear, along with Response Marketing Group, Snyder Direct Services and National Retail Sales. All of those companies will adopt the Brann name.