Arnold Looks to Invest in Data Analysis Firm

Hired guns brought in to help bolster Arnold Communications’ pitch to EMC Corp. scored a bull’s-eye. Now, the Boston-based agency is working to convert those recruits.
High-tech marketing consultant Alan Quarello has been named account director on the estimated $15 million assignment. Arnold, which is owned by Snyder Communications, Bethesda, Md., is also in negotiations to make what one source described as a “substantial investment” in Applied Metrix, a small data analysis firm in Sherborn, Mass., also brought in to consult on the EMC pitch.
Applied Metrix was founded two years ago by Martin Lock, former managing director of Hill, Holliday Direct in Boston, and Chuck Barrs, a founding partner of the MSP Group in Framingham, Mass.
Selling a stake to Arnold would not affect Applied Metrix’s relationships with client companies such as Tufts Health Plan or Prudential, Lock said. He referred specific questions about negotiations to Arnold executives, who last week declined comment pending the outcome of a final round of meetings with lawyers.
From 1994-98, Quarello served as group account director at Boston-based Ingalls, where he handled client Raytheon Corp. He then consulted to the Lexington, Mass.-based aerospace company as it moved its account from Ingalls to Campbell-Ewald in Warren, Mich.
In addition to EMC, Quarello is working on the SAP account, which is serviced by Arnold’s recently formed technology group though officially it is a client of the agency’s Washington, D.C., office.