Arnold re-emerges as The Furnace rebrands to Arnold Furnace
The Arnold name has resurfaced after a five year hiatus, with the rebranding of The Furnace to Arnold Furnace, as the Havas-owned micronetwork looks to re-establish its brand in Australia.
The move sees the reporting line of The Furnace’s MD Tony Singleton switch from Euro RSCG group CEO and former Furnace boss Anthony Gregorio to Arnold Worldwide global CEO Andrew Benett in Boston.
An announcement stated that the move had been prompted by increased activity from global Arnold clients Progressive Insurance, Ocean Spray and more lately Carnival Cruise Lines, accounts that The Furnace has been working on.
Arnold withdrew from the market in 2006, when The Moult Agency and Arnold Australia merged to form The Furnace, which moved into the same building as Euro RSCG as part of a restructure of Havas agencies three years later.
“At the time [2006], Arnold was really focusing on its North American business and Australia was therefore not really a priority, so we didn’t continue with the name,” said Singleton. “So, this is absolutely about Arnold investing back into key strategic markets.”
The move “draws a line under” speculation that The Furnace would be folded into Havas sister agency Euro RSCG, Singleton added.
In a statement, Arnold CEO Andrew Benett said:
“Arnold is enjoying a period of unparalleled growth. Not only have we added over 20 new clients in the past 18 months, we’re also growing our global relationships with current clients. Last year, we opened an office in Amsterdam and expanded our presence in the UK, furthering our mission to become the most competitive, creative and results-driven micronetwork in the world.”
“This merger with The Furnace is the next big step in that direction. Australia represents a tremendous growth opportunity and The Furnace is an ideal fit for us as it’s a creatively driven agency that shares our philosophy of ‘Great Work Works,’ breakthrough ideas that yield business results.”
