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photo by steed media service
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President and CEO, Arnold Worldwide
Fran
Kelly is always on the lookout for fresh talent to recruit to his
burgeoning marketing and advertising firm. The president and CEO of
Arnold Worldwide knows that unambiguous inclusiveness will help Arnold
sustain its competitive edge in the industry.
“Marketing and advertising are changing at light speed. It
isn’t easy to stay ahead … The Internet affects
everything. About 10 to 15 percent of all ad dollars have moved away
from television and onto the web. So a lot is changing. And the cooler,
hipper brands are using the Web in very dramatic ways,” said
Kelly recently in Boca Raton, Fla., at the second annual AdColor
Awards, which he confounded. “One of the ways to stay ahead is to
have a diverse workforce and a younger workforce that knows how the
world is changing, knows what the new media is like, knows how brands
are built today.”
Respectful and accurate advertising to diverse consumer sects, who are
often the unheralded originators of trends, also keeps Arnold ahead of
the game, Kelly attests.
“We try to [advertise] with what we call ‘ethnic
insights.’ We try to understand the different user groups that
build our businesses and we try to see what their lives are like, what
their sense of humor is, what their homes look like,” Kelly adds.
“We just try to make sure that when we do advertising groups that
it really reflects that group accurately, honestly, and in an
aspirational way.” –terry shropshire
