Arnold Lands Aetna's Creative Biz

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Arnold has landed lead creative duties on Aetna after a review, the client has confirmed.

The other finalist was Publicis Groupe-backed Bartle Bogle Hegarty in New York, a client representative acknowledged. Arnold, a unit of Havas, will succeed WPP Group’s Grey in New York on the business. Arnold’s New York and Boston offices contributed to the winning pitch.

The assignment includes traditional and online advertising, including social media efforts. Aetna plans to ramp up media spending behind such efforts — from $15 million in the fall to $35 million next year, $45 million in 2012 and $55 million in 2013, according to the company’s initial request for proposals.

Final presentations took place last week at Aetna’s headquarters in Hartford, Conn.

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