Arnold Team Works on ‘As Needed’ Basis

NEW YORK Havas’ Arnold is attempting to shake up its creative ranks by freeing up two top execs who will work on various projects without the hassles of management duties, said Peter Favat, CCO at Arnold in Boston.

Roger Baldacci, who is currently evp, cd, working on, and Paul Renner, who joins from Wieden + Kennedy as cd, will form a team that will be deployed to creative accounts as needed.

“I want to see if I can take a revolving group of people who are just there to come up with great ideas,” said Favat. “Roger and Paul will work with other creative director’s teams on that person’s piece of business.” Baldacci will continue to oversee creative on and both will pitch on new business accounts.

Favat said that if the duo proved a success, he would expand the program to include other roving teams of senior creatives.

Renner, an art director by trade, had been a cd at Wieden, working on ESPN. Prior to that, he was at Goodby, Silverstein & Partners and Butler, Shine, Stern & Partners, Sausalito, Calif., working on Sega, Pizza Hut, Sci-fi Channel and Anheuser-Busch.

“Rarely do senior creatives get to do less managing. You spend all your career trying to do great work and then you do it,” said Renner. “And then they have you managing and teaching, which is great. Now we get to wrap our heads around problems and solve them.”

Baldacci, a copywriter, will retain his title of evp and has worked on “Truth,” Timberland and Tyson for Arnold. He is currently working on the launch of the new Tony Hawk video game for Activision that will be released later this year. Prior to Arnold, he was at Fallon in Minneapolis, working on BMW, Miller Lite, Nikon and Starbucks

“If there’s a challenging assignment from a client and they need a fresh set of eyes, Pete can have a senior-level creative team at his disposal,” said Baldacci. “We’ll be more of a roving senior team, if the other teams are too busy.”

Renner joined Arnold in late June but doesn’t expect the team to be up and running until July 20, when he returns from a previously scheduled vacation.

He said that creative teams shouldn’t interpret his and Baldacci’s arrival as a sign that there are problems on an account. “Hopefully we’ve done enough good work that people will be excited about us showing up,” he said. “I’m not going in there to take anybody’s job, I want to do good work.”