Arnold Worldwide is expanding its global micronetwork into Australia. Via a merger with Havas sister agency The Furnace, Arnold has launched Arnold Furnace. The expansion includes office locations in Sydney and Melbourne and is partly in response to increasing international assignments from Arnold clients, such as Carnival Cruise Lines, Ocean Spray and Progressive Insurance.
Furnace’s managing director Tony Singleton will lead Arnold Furnace. Singleton will report to Andrew Benett, global CEO of Arnold Worldwide and global chief strategy officer of Havas Worldwide.
The collaboration is already paying dividends with Arnold Furnace working on projects for current Arnold clients, including Carnival Cruise Lines, Ocean Spray and Progressive Insurance. The Furnace has enjoyed a period of sustained growth over the past 12 months with significant business wins from new and existing clients including Warner Bros, Procter & Gamble, Atkins Nutritionals and, most recently, Huawei. In addition to producing several internationally award-winning pieces of work, it has also made a number of significant hirings last year, adding to its creative and digital departments in particular.
Arnold Furnace’s creative leads will be existing Furnace joint national creative directors Paul Fenton and Tom Spicer.
Arnold Furnace is the latest stride internationally for Arnold Worldwide in the last 18 months. Most recently, Arnold was named the global agency of record for Dell, and added other global clients including Alberto Culver (recently acquired by Unilever) and New Balance. In addition to Australia, Arnold Worldwide expects to expand into Brazil in the coming months. Last year Arnold opened an office in Amsterdam and expanded its presence in the U.K.
SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content
Latin American director/editor and documentary filmmaker Claudia Abend has joined SUPERLATIVE for her first U.S. representation spanning commercials and branded content.
Abend's empathetic docu-style POV has garnered several international awards for the documentary films Hit (2008) and The Flower of Life (2018). Her spotmaking credits include such brands as Procter & Gamble, Nestle and Blue Cross/Blue Shield. SUPERLATIVE has already worked with Abend, together producing a new ad campaign for digital agency Tinuiti and The Honest Company, a consumer goods corporation featuring eco-minded products.
“We found Claudia through her poignant documentaries on the festival circuit,” said SUPERLATIVE creative manager Stefan Dezil. “We are excited about her textured narratives, emotional storytelling, and her powerhouse long-form storytelling abilities, currently on her third feature film. As SUPERLATIVE continues to build our brand after premiering our latest films at Sundance and SXSW, Claudia is the kind of multidimensional artist we are excited to partner with on branded content and beyond. Fluent in English and Spanish, her reel shows real prowess with infants, food and skin products, families both young and old. Great visual storytelling and inspirational doc work.”
Abend began her career in her native Uruguay, studying film and editing in college. “My dad would show me films like Citizen Kane,” she said. “I love cinema and became an editor. It was here that I learned all about communicating human emotion.”
From the get-go, Abend hit it big as a documentary director, teaming with Adrianna Loeff on Hit, a movie chronicling pop artists of Uruguayan music. Abend took home a Best Editing... Read More