New Managers Plan Strategy Shift at Arnold S.F.

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

McGinn last week was named president of the Havas-owned shop’s Bay Area outpost. Cooper rider was named creative director. Both were previously senior vice presidents at Arnold’s Boston headquarters.

The two said 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 be moving its 15 local employees into Arnold’s space.

“We want to make the office one of the crown jewels of the network,” said McGinn.

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

Cooperrider succeeds David Ingalls and Robert Moranville, who have left the shop. Mc Ginn takes over from Penny Baldwin, who in November was named president and CEO of Young & Rubicam, San Francisco.

In Boston, McGinn had been an account director, overseeing Alcatel and EMC; Cooperrider’s duties included copywriting for Alcatel and Massachusetts’ anti-tobacco program. Their replacements in Boston have yet to be named.

Arnold San Francisco saw its billings nearly cut in half in the past year, to $50 million, with several clients departing and a dearth of new-business success.