Angie’s List Picks Arnold as Lead Creative Partner

By Erik Oster 

Angie’s List appointed Boston-based Havas unit Arnold Worldwide as its lead creative agency, following a review led by Joanne Davis Consulting, Adweek reports. The company spent around $60 million on measured media domestically during the first nine months of 2015, according to Kantar Media. 

Angie’s List had previously worked with various agencies, including Bradley and Montgomery, on its campaigns, without selecting any one lead shop. Horizon Media, meanwhile, handles most of the company’s media buying and planning duties. 

Angie’s List co-founder Angie Hicks, who has up until now appeared in the brand’s ads as a spokesperson and also serves as chief marketing officer, cited Arnold’s ability to “improve our marketing effectiveness” as the impetus for the decision. 

The appointment follows former Arnold client the University of Phoenix launching a review in September in which the agency chose not to participate. Arnold’s last major new business win was The National Association of Realtors back in July.

There’s no better way to kick off the year than by embarking on an exciting new client partnership,” said Arnold Worldwide global president Pam Hamlin. “They have an incredibly strong leadership team that believes in the power of a great creative idea and marketing’s impact on fueling brand and business growth.”

An integrated campaign from Arnold is expected late this quarter and will target consumers “across demographics who are looking for services to help them manage their home lives,” said Hamlin. She added that the campaign would “add dimension to the brand beyond reviews,” which have traditionally been the focus of the brand’s advertising.

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