ARNOLD BRAND PROMOTIONS
As the promotional arm of Arnold Worldwide, Arnold Brand Promotions reaches consumers non-traditionally to provide a buzz for its clients. In 2003, Arnold scored 25% growth in revenue to $22.5 million, up from $18 million in 2001.
With offices in New York, Los Angeles, St. Louis and Washington, DC, Arnold offers an array of integrated services, including event marketing, sampling and sweeps. The agency added p.r. as a client service this year.
Arnold brought Volkswagen’s new luxury car Phaeton to potential customers in a test drive event at W Hotels. Guests at the hotel could drive the Phaeton to an evening at the theater or out to dinner and experience the product in a memorable, unobtrusive way. “We approach promotions by determining the potential customer and finding out ways to intersect with them,” says Arnold Senior VP-Director Beth Rice.
Pods Unite paired the New Beetle with Apple’s iPod. The partnership of two unique products generated a sales increase of 14% for Volkswagen during the promotion period. “When you think of the Volkswagen brand, we’re grassroots oriented,” says Heidi Korte, leader of promotions for Volkswagen. “Our internal departments, along with the brand promotions department at Arnold, have been very strong in crafting creative themes around our work.”
According to Rice, “Arnold has a commitment to doing promotions well. If we can maintain the integrity and creativity of our work, we can produce great results. It’s not just about advertising anymore.”
