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Arnold Worldwide | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone (617) 587-8000
Main Fax (617) 587-8004
Primary Address
10 Summer Street
Boston, MA 02110
USA

Arnold Worldwide Contacts

Contacts (5/45)
Name Title State
Lisa U. Chief Marketing Officer & Managing Partner MA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (617) 587-8000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 10 Summer Street
Boston, MA
02110
USA

Ed C. Global Chief Strategy Officer MA
Elliott S. Chief Growth Officer MA
Icaro D. Chief Creative Officer - US MA
Sasha H. Chief Client Officer & President - Boston MA

Client Relationships


Brand Service From To Media Spend
****** ****** AOR - digital, TV, & print ads 2011 present *
*********, ***. Creative, Digital 2012 present *******
*********** AOR - creative 2014 present ********
******** *********** / *** ****. AOR - creative unknown present *********
******* Creative, Media Buying, Media Planning 2017 2017 *

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WinmoEdge

Digital, TV Media Opps: HomeAdvisor parent set to acquire Angie's List (Score 50)


The combined company will be based out of HomeAdvisor's headquarters in Golden, Colo. HomeAdvisor CEO Chris Terrill will assume the role of CEO of the new company, while IAC chairman Joey Levin will be chairman of the board and Angie's List chairman Thomas Evans and co-founder and CMO Angie Hicks will also join the board.

As with other acquisitions, this should open up more marketing dollars for the acquired company - in this case, Angie's List. The company has been shifting marketing focus from "solely driving member growth" to also highlighting the company's e-Commerce offerings and marketplace initiatives (more here). For both brands, continue looking for TV, digital, mobile and social dollars, particularly through the summer, when most homeowners are looking to make improvements and are, therefore, in search of qualified contractors. Note that Angie's List has decreased its spend this year, likely due to struggles and, now, the impending acquisition, while HomeAdvisor has increased both digital and TV spend steadily since 2015.

Agency readers should also be on the lookout for possible new business opportunities, as an acquisition like this could cause a consolidation of work, so the company could look to completely revamp its roster post-acquisition (in Q4). HomeAdvisor's agency roster includes: here).

 

Additional Information

National TV Spend: All data is courtesy of iSpot

Angie's List: AL has spent $5.3 million on national TV ads so far this year - down from $13.9 million spent during the year prior. See chart for show targeting this year. For full 2016, AL spent $33.9 million on national TV ads - down slightly from 2015, when $38.7 million was spent.

HomeAdvisor: HA has spent $42.5 million on national TV ads so far this year. A total of 13 spots have been run this year, including three that have launched in the last month - "Mailboxes," "Jogger" and "Home Projects" (all are part of the campaign mentioned in the introduction).  This is almost twice as much as was spent during the same period 2016 - $25.6 million. See chart for show targeting so far this year. 

For full 2016, HA spent $77.5 million on national TV ads - ad spend that was deployed evenly throughout the year. Therefore, look for HA's spend to increase this year, since spend will likely also be spread evenly throughout the year. Keep in mind, as well, that total 2015 spend was only $44.4 million, so spend has been on the uptick for the last two years.

Digital Breakdown: All data is courtesy of Pathmatics

​Angie's ListAL has spent $610,000 on digital display ads so far this year (132.2 million impressions). Ads have mostly been desktop ads (83%), with the remainder split between online video (9%) and mobile (7%). Ads were placed either site direct (74%) or through The Trade Desk (20%). Top ad destinations include: earthlink.net, my.earthlink.net, realtor.com, yahoo.com and aol.com. This about the same as was spent during the same period 2016.

HomeAdvisor: HA has spent $1.01 million on digital display ads so far this year (284.1 million impressions). Majority of these ads have been desktop ads (88%) placed either site direct (22%) or through Google AdX + AdSense (78%). Top ad destinations include: youtube.com, trulia.com, reddit.com, aol.com and realtor.com.  This is down slightly from the same period the year prior, when $1.4 million was spent.

HomeAdvisor
14023 Denver West Parkway
Building 64, Suite 200
Golden, CO 80401

Alison Lowrie
Chief Marketing Officer
alowrie@homeadvisor.com

Angie's List  
1030 E. Washington St.
Suite 247
Indianapolis, IN 46202
(317) 297-5478

Lissa Cupp
Senior Vice President, e-Commerce
(317) 297-5478
@angieslist.com

Angie Hicks 
Chief Marketing Officer
(317) 297-5478
angieh@angieslist.com

Peter Lazarz
Director, Marketing
(317) 297-5478
peterl@angieslist.com