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