Arnold, TrinityOne Form Pact

BOSTON In a bid to expand on the services it offers clients and become more of a player in the branded-content field, Havas’ Arnold has formed an alliance with TrinityOne Worldwide, a Boston-based sports-marketing firm.

The goal, according to Arnold president Pam Hamlin, is to combine Arnold’s traditional agency creative approach with TrinityOne’s specific expertise and contacts. “We believe this venture gives us a considerable edge in this competitive market,” she said.

Lou Imbriano, TrinityOne’s CEO and a former New England Patriots executive, said the partnership would allow clients to take an integrated approach to sports marketing, rather than simply tacking sports-related promotions onto their broader campaigns. “Often, these two areas are quite separate from one another, but when integrated with a consumer-centric approach, the results will be considerably more effective,” he said.

The joint venture has been dubbed TrinityOne Sports. The companies would not discuss specific client projects currently under way.

Arnold’s sports-related brands include ESPN, FootJoy, Pinnacle, Titleist and the U.S. Tennis Association. The agency has also helped activate sports-themed programs for clients such as Tyson (via Olympics and Nascar affiliations) and Ocean Spray (through a deal with the WNBA).

TrinityOne has worked with Major League Soccer, Nascar, the National Basketball Association and the National Football League, among many others. The company also represents athletes such as gymnast Alicia Sacramone; LPGA golfer Cristie Kerr; the NFL’s Tedy Bruschi, Ty Warren, Jabar Gaffney, Larry Izzo and Adalius Thomas; and MLS’s Taylor Twellman. Chris Berman, longtime ESPN personality, is also a client.

Arnold’s move is par for the course among agencies of all sizes seeking to fuse commerce and content in an ever more complex media landscape.

Sports marketing isn’t Arnold’s only area of expansion. In September, the agency beefed up its high-end fashion credentials by partnering with No. 11 in New York to form ArnoldEleven. That union landed online gift retailer Red Envelope in San Francisco.