Creative Director Also Assumes New Role in Business Development
BOSTON--Expanding new business needs have spurred Arnold Communications to take the unusual step of appointing a full-time creative director to business development.
The Boston-based shop has promoted executive vice president and creative director Kathy Kiely to partner and director of business development. She will report to chief marketing officer Fran Kelly, who oversees the six-person department.
"Some people shrink from the rigors and pace of new business, but not Kathy," Kelly said. In addition to pitching new accounts, Kiely will work to increase business from existing clients as well as sell integrated services.
"I'm a heat-seeking missile. I love the demands of building a business," said Kiely, who will continue to oversee creative development on The Hartford and Talbots.
Since joining Arnold in 1995, Kiely has been instrumental in landing those two clients, as well as Century 21 and Bell Atlantic's Big Yellow, Kelly said.
Kiely will look to work with a lead creative team to develop strategy on each pitch and integrate that strategy across mediums--from broadcast advertising to the Internet.
Prior to Arnold, Kiely served as creative director at New York-based Pedone & Partners, which she helped "build from scratch," she said.
Kelly, who described Kiely as a "grown up" with exceptional presentation skills, expects the agency's newest partner to bring creativity not just to prospective clients but also to the agency's outreach materials.
"Instead of a stupid business letter from Fran, maybe now a prospect will get a cool box that talks," he said.
Arnold's biggest rival in Boston--Hill, Holliday, Connors, Cosmopulos--also recently added muscle to its new business team, recruiting June Blocklin from Young & Rubicam, New York, to assist executive vice president Brian Carty [Adweek, Nov. 2]. Blocklin cut her teeth on the account side, while Kiely started out as a copywriter.
The appointment comes as Arnold tries to rein in opportunities from the furthest reaches of its expanding network. The agency last month gained access to Europe's major markets though parent company Snyder Communications' acquisition of Partners BDDH, London.
An effort is also being made to cross-sell the services offered by other companies owned by Bethesda, Md.-based Snyder. With the exception of Fleet Financial Services in Boston, there has been little success in this area. An Arnold client for decades, Fleet last year assigned some of its direct marketing account to Chicago-based Blau Marketing, also owned by Snyder.