Arnold Communications has been named agency of record for OneMain.com, an Internet service provider that targets smaller metropolitan markets and rural communities.
The McLean, Va., office of the Boston-based agency has worked on a project basis with OneMain for several months, said client marketing vice president Scott Hoyt, "but we've been hiding it in the woods a bit."
Hoyt said OneMain held a review in early summer, following the Reston, Va., firm's public offering in March. He declined to name other shops considered. Arn-old was hired for initial branding work, including coining OneMain's slogan, "Your hometown Internet."
Hoyt would not divulge a budget, but offered, "We will spend 12 percent of our revenue on advertising, and we brought in $27 million in the third quarter, so you can do the math." That means annual billings would approach $13 million.
The McLean office's president, Rick Britton, said Arnold will use its "brand essence" marketing ap-proach to create an integrated campaign for OneMain.com's 600,000 customers in 29 states.
"OneMain is one of the largest independent Internet service providers," Britton said. "Our job is to help leverage their position in providing Internet access and local content as they continue to grow."
The online service's largest
market is Sacramento, Calif., followed by Indianapolis, but the "bread and butter of the business predominately [comes from] smaller, rural communities that are underserved," said Hoyt. K