Arnold Faces Anti-Smoking Challenge

Allen & Gerritsen and Modernista! are challenging incumbent Arnold for the $8-14 million advertising account of the Massachusetts Department of Public Health Tobacco Control Program.

Most of the region’s major players — Hill, Holliday, Connors, Cosmopulos; Mullen; Holland Mark — passed on the review, despite the relative lack of local new business opportunities, citing for the most part Arnold’s perceived invincibility.

Arnold, Boston, a unit of Havas Advertising, added the account four years ago when it acquired crosstown shop Houston Herstek Favat, and has since established a track record for crafting award-winning campaigns, mainly using some variation of the tag “Make smoking history.”