Arnold Looks to Rebuild in S.F.

Arnold is banking on Jim McGinn and Stu Cooperrider to turn around the agency’s flagging fortunes in San Francisco. The executives say broadening the office’s focus beyond its tech nology base is a key element in their rebuilding strategy.

The pair also say they plan to cross-sell services with other Arnold holdings, such as the San Francisco offices of direct marketing company Brann Worldwide and public relations shop Magnet Communications. Magnet will move its 15 local em ployees into Arnold’s San Fran cisco space.

“We want to make the office one of the crown jewels of the network,” said McGinn, who last week was named president of the Havas-owned shop’s Bay Area outpost. Cooperrider was appointed creative director. Both were senior vps in Arnold’s Boston headquarters.

“We need to broaden our scope [and] not get oversold in one area,” such as technology, said Cooperrider. While high-tech will still be an important niche for the shop, efforts will be made to add retail and financial-services clients, Cooperrider said. The office also will look to leverage his experience with anti-smoking campaigns and pitch similar assignments on the West Coast.

Cooperrider succeeds CDs David Ingalls and Robert Mor an ville, who have left the agency. McGinn takes over from Penny Baldwin, who in November departed to become president and CEO of Young & Rubicam, San Francisco. McGinn had been an account director at Arnold, Boston, overseeing Alcatel and EMC. Cooperrider wrote copy for Alcatel and The Massachusetts Office of Public Health Tobacco Control Program. Their replacements in Boston have yet to be named.

Arnold’s San Francisco office saw its billings nearly halved in the past year to $50 million, with several clients departing and a dearth of new-business success. Agency management blamed the poor performance on the dot-com collapse and general economic malaise that has had an especially harsh impact on the Bay Area’s agency community.

Former Leo Burnett executive Brad Brinegar last month was named president and CEO of Arnold affiliate McKinney & Silver, Raleigh, N.C., succeeding Don Maurer, who died late last year. Arnold is looking for McGinn, Cooperrider and Brinegar to turn around its offices much as Ken Umansky has revamped operations in McLean, Va. Umansky, a former executive at Arnold headquarters, moved to McLean as president last year.