Arnold Tallies Wins

Arnold Communications, in the midst of a new-business roll, has added some $100 million in combined billings from Target Corp.’s Marshall Field’s department stores and job site

The agency this week willannounce a broad branding project for Minneapolis-based Marshall Field’s, awarded to Arnold without a formal review, sources said. Arnold is charged with contemporizing the Midwest chain’s overall image in the face of heightened competition from online and catalog retailers, specialty stores and large rivals such as Nordstrom, sources said.

Television, print and online efforts are part of the assignment, as well as media planning and possibly buying, though details were still being finalized, sources said at press time last week.

The budget is believed to be at least in the low eight figures (the chain spent $23 million on ads in 1999, according to Competitive Media Reporting), but spending could double or even triple depending on Arnold’s recommendations for the brand, sources said. Target has traditionally spread work for its many store properties over various agencies nationwide.

Client officials and executives at Boston-based Arnold, including agency chairman Ed Eskan-darian, did not return calls on Friday seeking comment about the Marshall Field’s assignment.

Earlier in the week, however, Eskandarian noted that his agency’s winning presentation for the $75-90 million U.S. account of sought to “position them as more than just a place to find a job, [but as] important to your life.”

Arnold, along with incumbent Mullen, Wenham, Mass., Wieden + Kennedy, Portland, Ore., and BBDO of New York, made final presentations to officials in late August. The hotly contested account was awarded to Arnold on Thursday.

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