Arnell to Become Brand Consultancy: As Focus Changes, the Agency Looks for New Name, Alliances Abroad

By Matt Surman





NEW YORK–The Arnell Group plans to shift its focus, de-emphasizing its advertising work and highlighting its brand consulting skills, executives at the shop said.





The agency’s talents lie in its branding, development and custodial abilities, said Peter Arnell, chairman of the New York shop. As such, the agency expects to change its name in the fall. Possible new monikers include Arnell Brand Consultants and Arnell Group Brand Consultants.





As part of the changes, the agency is promoting Bruno Asselin to president.