Alcatel, EMC Emerge

Arnold has unveiled high-profile initiatives for Alcatel and EMC Corp., two of the agency’s premier technology clients.

The shop sees the accounts as cornerstones for future global growth and the campaigns represent “the fruition of a lot of work in the high-tech category that showcases our ability to employ our international network for both clients,” said Ken Umansky, president of Arnold’s McLean, Va., operation. Umansky also oversees the agency’s technology accounts. Both Alcatel and EMC are handled out of Arnold’s Boston headquarters.

The multimedia effort for Alcatel, breaking this week, is Arnold’s first sizeable push for the French telecommunications concern since the shop added the account last summer [Adweek, July 31]. Arnold will continue portraying the company in image ads as “Architects of an Internet world,” and initial spending will be $40-50 million, though that figure is expected to rise significantly as Arnold adds work in more markets, sources said.

Arnold on Thursday broke a global campaign for data storage company EMC, Hopkinton, Mass., expand-ing on the “Where information lives” positioning. EMC may spend as much as $100 million on ads this year, sources said. “We made a conscious effort for the work to be provocative and arresting,” said Arnold group creative director and executive vice president Alan Marcus.

A trio of special-effects laden spots directed by Marcus Nispel employ fantastic situations to portray EMC as an essential new-economy partner. In one spot, dinosaurs and cavemen walk the streets of Manhattan—an allegory on how companies must evolve or die. Incorporated throughout the work is the “EMC Orb,” a sphere of video monitors. The ads debuted during the NCAA basketball tournament. Spots will also run in Europe, Asia and South America. Print ads are initially running in The Wall Street Journal and San Jose Mercury News.