York Photo Chooses Arnold For Brand-Building Project

By Judy Warner

BOSTON–An effort to reinvigorate the York Photo brand has resulted in an estimated $4-5 million assignment for Arnold Communications’ direct marketing division.

Nashua Corp., which owns the mail order film and film developing business, last week picked Arnold Direct after a review. Boston-based Pamet River Partners was the incumbent.

Arnold Direct’s pitch team was led by its president Shari Williams, who joined the agency 18 months ago. Also helping to spearhead the bid for the account was Kelly Mahoney, who in November joined Arnold Direct as chief marketing officer from Bronner Slosberg Humphrey in Boston.

The review by the Nashua, N.H.-based client was led by Frank Mainero, who was named vice president of marketing in January. ‘We chose Arnold Direct because of their strong, in-depth brand expertise in direct marketing and their knowledge of building brands with brand essence,’ Mainero said in a statement.

‘As we embark on a new chapter in the history of York Photo, we believe that Arnold Direct represents a perfect agency partner for us,’ he added.

York Photo processes more than 25 million rolls of film worldwide and has an active customer file of 3 million. The company is aiming to double its sales over the next three years, Williams explained.

Among the initiatives under development by Arnold Direct is a brand-building campaign encompassing direct mail, print and broadcast advertising, she said. Arnold Direct claims annual billings of $35 million and works primarily for clients of parent company Arnold Communications.

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