Arnold Readies Boston Market Ads
BOSTON—Boston Market this week will unveil its first national campaign from Arnold since it selected the Havas agency following a review in the fall. The work for the casual-dining chain, owned by McDonald's, introduces "We're always cooking" as a tag. TV spots show harried white-collar types getting a respite from the added pressure of preparing dinner by ordering from Boston Market. Arnold president Fran Kelly has said the effort attempts to portray the client as a contemporary lifestyle option, rather than simply another place to eat. Spending will be $35 million, the client has said. Previous ads from Suissa Miller, Los Angeles, were tagged "Slow down." Boston's Arnold succeeded Suissa Miller on the account in October.
Modernista! Makes Cut for Carpet One
BOSTON—Modernista! is among the six semifinalists for the Carpet One account, according to Select Resources International in West Hollywood, Calif., which is leading the review. Along with the Boston independent, others in the hunt are: incumbent Ocean Group and Berenter, Greenhouse & Webster, both in New York; Campbell-Ewald and Colby & Partners, both in Santa Monica, Calif.; and Doner of Southfield, Mich. Sources said Boston-based Hill, Holliday, Connors, Cosmopulos had been involved in the early stages of the pitch. Billings are estimated at $20 million. A decision is expected by mid-March.
R.I. Shop Creates Design Specialty
BOSTON—In an effort to stay competitive by expanding its range of services, Trainor Communications has launched DesignIt, a business unit focusing on corporate identity development and brand imaging. The unit of the independent agency in East Providence, R.I., em-ploys three designers and offers collateral development, package and product design, logos and related elements. DesignIt is working on assignments for the Newport Golf Club, Cape Cod Healthcare, St. Joseph Health Services and Academic Management Services.
Cronin & Co. has been selected by Liberty Bank for advertising, public relations, direct marketing and online communications. The Glastonbury, Conn., agency is readying TV, radio and print initiatives for the bank, which has 33 offices in the central, eastern and shoreline region of Connecticut. ... Dragon Direct in Braintree, Mass., has been hired by UNICCO Services Co., a facilities management firm, to help tout the client's Route Maintenance division. ... Marketing software provider Veridiem said it has secured $6 million in new funding, which it will use to expand into the automotive and packaged-goods markets. The money comes from the Maynard, Mass., company's existing investors: North Bridge Venture Partners, Vernrock Associates, Infinity Capital and North Hill Ventures. ... The ALS Association's Massachusetts chapter has chosen Trinity Communications for public relations duties on an upcoming fundraiser. The Boston agency will oversee media relations for the nonprofit's ninth annual Positive Spin for ALS, a bicycle ride to raise funds and awareness for amyotrophic lateral sclerosis, a.k.a. Lou Gehrig's disease.