Arnold Finishes Second

Arnold Communications here was officially notified last week that TBWA Chiat/Day in Venice, Calif., had been assigned the $80-90 million Apple Computer account.
Arnold chief executive officer Ed Eskandarian told employees gathered at the shop’s annual summer outing last Thursday that he had been informed of Apple’s decision that morning.
Reached at the outing, Eskandarian referred questions to Apple executives. Other agency executives could not be reached for comment.
Knowing the odds were slim of overcoming TBWA Chiat/Day, which launched the Apple Macintosh personal computer with the legendary “1984” Superbowl spot, Arnold senior executives had steeled themselves for disappointment while clinging to a shred of hope.
“We knew it was going to be uphill battle . . . After our presentation, we thought we had a good chance of winning it,” said one agency executive. With Apple co-founder Steve Jobs in Boston last week delivering a stunning keynote address at the Macworld Expo, Arnold executives hoped for a bombshell: that instead of realigning itself with TBWA Chiat/Day, Jobs would choose Arnold.
Some observers questioned why Arnold put itself through the paces against such odds. “When we got the opportunity to present to Steve Jobs and he chatted with us, we truly believed that if we came back with some exciting answers, we had a clear shot at it,” one executive said.