Lawner, Kelly Rise at Arnold Communications
BOSTON—Ron Lawner and Fran Kelly this week will be named chairman and president, respectively, of Arnold Communications, sources said. An agency representative declined comment, though top-level moves had been expected in the wake of Arnold's acquisition by French firm Havas Advertising. Lawner, who has run the creative department, and chief marketing officer Kelly, the agency's new-business czar, have been two of the main architects of Boston-based Arnold's rise to national prominence through the 1990s. Arnold chief executive Ed Eskandarian will focus on growing Arnold Worldwide Partners, formerly Havas' Campus network, as that organization's chairman and CEO.
GSD&M Unveils First NewPower Campaign
DALLAS—GSD&M has introduced a TV campaign for NewPower, an alternative provider of electricity with plans to introduce its service in 23 states where energy deregulation has occurred or is pending. Two 30-second spots have broken in test markets in the Northeast, one showing a woman following her teenage son around the house, flipping off lights and closing doors to save electricity; in another, a younger brother playfully switches on the front porch light just as his sister is about to be kissed. The estimated budget for the Greenwich, Conn., client is at least $30 million.
DiBona, Bornstein Breaks Mutual Funds Ads
BOSTON—Pioneer Investment Management is launching its first retail print and broadcast ad campaign created by DiBona, Bornstein & Random. The agency collaborated with Pioneer's in-house team; budget was not disclosed. The Boston company is a unit of The Pioneer Group, Boston, a 900-person company being acquired by Unicredito Italiano, the third largest bank in Italy. The campaign emphasizes the importance of seeking the advice of a financial officer while featuring the company's redesigned logo: a stylized version of a Pioneer sailing ship.
BOSTON—Marketing performance management firm Veridiem has bulked up its operations with the addition of a West Coast office and the hiring of Kathy Ruggiero as vice president of marketing communications. The decision to open a Los Angeles office comes as a result of Veridiem's expanding West Coast client base, according to Don White, chief marketing officer and head of client service for the Maynard, Mass., company. Veridiem counts the San Francisco paper greeting card company Sparks.com as its only West Coast client, but is close to signing several others. On the East Coast, Ruggiero joins Veridiem from Oberon Software, Cambridge, Mass. ... Online marketing company Bluestreak's first brand campaign features well-known agency marketing figures sporting blue Mohawks. Ads broke last week and feature John Behrman, CEO of Beyond Interactive, Ann Arbor, Mich.; Steve Lynch, creative director of Digitas, Boston; and Paula Brooks, managing partner of media services at Margeotes/Fertitta & Partners, New York. Developed by Lowe Lintas Direct and Lowe Lintas Interactive in New York, the campaign is tagged "Bluestreak, Get Serious."