Arnold’s Connections

Arnold Communications last week gained a pair of potential showpiece technology clients, adding assignments for telecommunications firm Alcatel and’s Mirror Image Internet, a provider of online content delivery services.
Executives with Mirror Image, Woburn, Mass., did not return calls and Arnold officials declined to comment on the assignment. The budget will likely be at least $15-20 million, sources said.
Larry Moulter, who has long-standing ties to Arnold chairman Ed Eskandarian, recently joined Mirror Image as its chief marketing officer from Boston sports marketing firm Woolf Associates, where he had been chief executive officer [Adweek, June 22].
Eskandarian, Wolf and hockey legend Bobby Orr had been co-owners of Wolf Associates; Eskandarian remains majority shareholder.
Connections were also key in Arnold’s win of Alcatel, Paris. Introductions were initially established through marketing firm Devarrieuxvillaret, which works for Alcatel in France and is a unit of Paris-based conglomerate Havas Advertising, which is acquiring Arnold parent Snyder Communications in a $2.1 billion stock deal.
Alcatel hired Arnold for media planning and creative worth $40-50 mil-lion in billings over the next few months, said agency managing partner Ken Umansky, who heads the shops 40-person technology group. Overall annual Alcatel spending through Arnold may top $100 million, sources said. Such spending would make Alcatel one of the shop’s largest accounts, in addition to Volkswagen of America, the American Legacy Foundation and regional McDonald’s assignments. “We’re looking at it as one of our cornerstones,” Umansky said.
Alcatel’s work with Euro RSCG DSW Partners, Salt Lake City, also owned by Havas, will likely wind down as a result of Arnold’s hiring, said Alcatel senior vice president Caroline Mille. Zenith Media, New York, retains global buying. K