Bear Witness: Bruins Tab Arnold Worldwide As Agency Of Record

The Bruins have selected Arnold Worldwide, Boston, as their agency of record. The company for the '11-12 season will launch an integrated marketing campaign that includes digital, TV, print and out of home components. Arnold is also the agency of record for New Balance and Titleist (Arnold). In Boston, Grillo & Goodison reports Arnold replaces Mullin, Boston, the Bruins' ad firm since '08. Mullin in April '09 debuted a campaign featuring the team's bear mascot "in a series of silly TV commercials," and the bear-themed ads "will stay in the game." Arnold Chief Creative Officer Peter Favat said, "Everyone loves the bear. It's an icon, and we're looking to evolve the idea and take the bear into new places." Bruins VP/Marketing Jen Compton said that she is "happy to be able to extend the hockey-loving grizzly's life with Arnold." Compton: "We're looking to revive the overall campaign, capitalize on the Stanley Cup championship and take it to the next level" (BOSTON HERALD, 8/20).