More evidence has emerged of Arnold Worldwide’s attempt to reposition itself as a digital player with the hire of Kryssy Bloch from Ogilvy & Mather New York.
The Boston-based agency, which is number two in the Havas empire to Euro RSCG, has created the new post of vice president and director for digital talent management for Bloch, formerly associate director for interactive and technology recruiting at O&M.
Arnold recently recruited two top ranking executives from Publicis Groupe’s Digitas, Kim Bartkowski as digital creative director of its New York office and Elliott Seaborn as a senior vice president in Boston.
This follows Arnold’s hiring of Modernista president Matt Howell as global chief digital officer and managing partner along with a group of other digital wizards from the now defunct Modernista. The agency now has more than 150 digital specialists in Boston alone.
The moves apear to be a clear statement of strategy from Arnold CEO Andrew Benett and newly-appointed Havas CEO David Jones to provide Arnold with a clear identity as the holding company’s lead digital agency.
Whereas other marcoms groups like bigger French rival Publicis Groupe have expanded into digital by acquisition (Publicis has spent about $2.5bn buying Digitas, Razorfish and, most recently, Rosetta Marketing Group) Benett and Jones’ approach seems to be to cherry pick the talent they want and give them a medium-sized global agency in Arnold to play with.