Manhattan shop Arnold McGrath, a unit of French advertising giant Havas, has changed its name to Arnold Worldwide/New York - even before the dust of departed client Procter & Gamble has been swept from the exit door.
The abrupt move seemingly confers the status of non-person on AMcG chairman/ceo Pat McGrath, who has long been associated with the household and toiletry products giant. But insiders say that McGrath is anyway scheduled to retire by the end of this year and that there is no connection between the rebranding and the account loss.
Formerly known as Jordan McGrath Case & Partners, the shop was originally part of Havas’ Euro RSCG network but was switched to the Arnold realm as part of a restructuring in October last year.
It is generally accepted that AMcG drew the short straw in P&G’s recent massive realignment of its brands and agencies [WAMN: 18-Nov-02] and that the loss does not reflect adversely on the shop which also services such clients as GlaxoSmithKline, United States Tennis Association, Hasbro and Welch’s.
Meantime, AMcG president Mary Baglivo and her existing management team will continue to run the New York operation.
Data sourced from: AdWeek.com; additional content by WARC staff