Arnold Wins PUR's Creative Business | Adweek Arnold Wins PUR's Creative Business | Adweek
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Arnold Nabs PUR's Creative Account

Succeeds TBWA\C\D on the business

PUR, the water-filtration device with a relatively new owner, now has a new lead creative agency.

Arnold in Boston has landed the brand's creative business after a review. Annual media spending is estimated at $15 million.

Sources identified the other finalists as Young & Rubicam, Merkley + Partners and Hill Holliday. Roth Observatory International in New York managed the search.

PUR used to be owned by Procter & Gamble. Two years ago, however, the packaged-goods giant sold the brand to Helen of Troy Ltd. PUR is now marketed by a Helen of Troy subsidiary known as Kaz USA, which is based in Marborough, Mass.

In making the selection, Kaz chief marketing officer Christophe Coudray cited Arnold's breadth of experience as well as its analytic and creative capabilities. "Identifying a strong agency partner is extremely important to our leadership team and our business," he added.

The assignment includes both traditional and digital advertising. Not included are media responsibilities, which remain at MediaVest in New York.

The new agency succeeds TBWA\Chiat\Day in Playa del Rey, Calif., which did not defend.

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