Boston Bruins name Arnold AOR, drop Mullen

The Boston Bruins National Hockey League franchise has named Arnold Worldwide its AOR. The team, which won the Stanley Cup championship last season, previously worked with Mullen.

The hockey franchise switched agencies because Greg Almeida left Mullen to join Arnold as associate creative director, said Jen Compton, VP of marketing for the Bruins. Almeida previously worked as VP and associate creative director at Mullen.

Arnold will help the Bruins launch an integrated marketing campaign, including digital, out-of-home, print and TV, in late September, said Compton. Its goal will be to create “viral buzz,” she said.

“It’s important for us to think interactively,” said Compton. “We’re not going to have giant campaigns; no generic 30-second spots. Our marketing is more about being viral, timely and engaging with fans.”

The Bruins will leverage their Stanley Cup championship in campaigns, though the exact theme is yet to be determined. “We’ll be sitting down with them soon to determine new creative,” said Compton.

Although the franchise isn’t a “huge” direct mailer, it does send print content to “premium clientele” and leverages its email database and B-Connected fan club to connect with fans directly, Compton said.

Arnold approached the Bruins as the franchise’s contract with Mullen expired at the end of July, said Compton. The hockey team previously worked with Almeida on the Bruins Bear campaign. Mullen was the Bruins’ AOR for the past two-plus years, said Compton.

She would not reveal the size of the contract.

Joe Grimaldi, president and CEO of Mullen’s Boston office, said his agency “didn’t lose the account.”

“We both agreed not to continue to do it,” he said. “I hope they have as much success with the work there as we had here. We had run our course with it.”

Grimaldi said the Bruins was “a non-paying account.”

“We did it on a barter basis for tickets and other things,” he said.

Both Arnold and the Bruins declined to comment on the financial terms of the agreement.

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