Arnold Joins Tyson Creative Roster

BOSTON Tyson Foods has added Havas’ Arnold to its roster on a project basis, the company has confirmed.

The Boston-based shop overcame Tyson lead agency DDB in Chicago, a unit of Omnicom Group, and other undisclosed shops in a competition that began late last year, according to sources [Adweek, Dec. 15].

Tyson would not disclose the nature of the assignment nor discuss which agencies pitched.

Sources said Arnold has been hired mainly to provide creative ideas supporting new product launches scheduled for later this year, though the shop may also contribute concepts for existing Tyson products. Estimated billings are $10-15 million.

DDB’s standing on Tyson’s account is unaffected. (In January, DDB broke a $40 million image campaign tagged, “It’s what your family deserves.”)

Faith Popcorn’s BrainReserve consultancy oversaw the review.