CenturyLink Selects Arnold as its Lead Creative Agency


CenturyLink has named Arnold as its lead creative agency, following a review. We originally received tips about the appointment two weeks ago. At the time, no one commented on the lead, but today the agency confirmed the news to Adweek. Havas Worldwide also tweeted its congratulations to the (Havas-owned) Boston-based agency. CenturyLink spends approximately $90 million on media annually. Media buying and planning duties were not part of the review, and remain at Rochester agency Butler/Till.

Arnold’s Boston office will handle duties including digital and direct marketing, in additional to traditional advertising. Shirish Lal, chief marketing officer at CenturyLink, cited Arnold’s “strategic thinking and people” in choosing the agency over other finalists, who remain undisclosed.

“That’s the opportunity—to really build brand awareness,” said Pam Hamlin, Arnold’s global president, speaking of the lack of brand recognition for CenturyLink, despite the company’s $18.1 billion in revenue last year. “This really represents the next chapter of them as a marketer.”

Elliott Seaborn, a managing director at Arnold’s Boston office, will manage the account, while Group Creative Director David Register will be responsible for creative development. Arnold’s first work for CenturyLink is expected early next year.

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Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. continued…

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Progressive Knows Bad Drivers Want to Make Out with Your Car

From Arnold comes the latest TV spot for Progressive, “Rate Suckers,” helmed by director Ruben Fleischer (of  pretty great Zombieland and pretty terrible Gangster Squad fame). Depicting bad drivers as the soul-sucking, rate-hiking leeches they are, the ad also introduces Progressive’s new “Snapshot” technology.

“Snapshot,” a little device that sticks underneath your dashboard, ostensibly counts how many times a driver slams on the brakes, calculates the time of day and how many miles a car has driven. Then it rewards good drivers with Pez or something, but as the spot doesn’t say what the hell it is, none of this really matters now does it?

Noticeably absent from this spot is Flo, Progressive’s chipper apron-ed spokesperson. I know that we, the car insurance-purchasing consumers, were always supposed to really like Flo because everyone in Progressive’s ads sure did. However, the Flo-lessness of this spot reminds me that I kind of hate Flo, and I hope to never see her ever again. Credits after the jump.


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