Arnold Imports Planning Director

BOSTON Arnold’s new director of brand planning Keith McVaney brings a British sensibility along with his years of big-agency experience.

“Keith brings interesting experience to Arnold,” said Ron Lawner, chairman and CCO of Arnold. “And, we look forward to having him on board as we continue coming up with new and meaningful ways to communicate our clients’ brands. Besides he’s a Brit, and the British invented planning.”

He fills a new post at the Boston agency, which is bracing for a major round of layoffs as it winds down its relationship with Volkswagen, which is moving its $400 million North American ad account to Miami-based Crispin Porter + Bogusky in December.

McVaney, 42, joins the Havas-owned agency this month from OWNP/See in San Francisco and London, where he was partner and director of planning for eight years. He reports to Lawner and will work across all brands.

“Arnold has always been one of the agencies I’ve really admired,” said McVaney, who is a native of England. “I’ve followed their work for many years. “

McVaney said his goal at Arnold is to “upgrade and continue to reinforce the strategic excellence at the agency. Clearly this is an agency that [is] very strategic. Honestly, I think we can be the best planning agency in the country.”

Prior to OWNP/See, McVaney was at TBWA\Chiat\Day, The Martin Agency and Leagas Delaney. During his career, he has worked on a variety of brands including Target, MTV and Electronic Arts.