• by Larissa Faw , January 19, 2016

Arnold Worldwide has been selected as the lead agency for brand strategy and creative duties for Angie's List, following a competitive review. The incumbent was Bradley and Montgomery (BaM).

Arnold Worldwide is tasked with helping the digital platform reorganize and reestablish itself after stalled growth and declining revenues.

One of the agency's first projects will be overhauling Angie's List's TV advertising and B2B marketing efforts. Arnold will also focus on digital opportunities.

Angie's List recently launched a new technology platform nicknamed Angie's List 4.0 and its mobile traffic is up 38% year-over-year. 

The agency will also work with new CEO Scott Durchslag, the brand's second head boss in its 20-year history.

Angie's List's Web traffic garners about 150 million unique visitors per year and 11 million unique visits per month. The brand's marketing spend behaves on a bell curve where it ramps up in the spring and peaks in the summer. The company spent $87.069 million on advertising in 2014, up from $80.125 million in 2013, according to Kantar Media.

"There's no better way to kick off 2016 than embarking on an exciting new partnership with Angie's List — the go-to destination for home services," said Arnold Worldwide Global president Pam Hamlin. "Our mission is to deliver fully-integrated ideas deeply rooted in strategic insights that will drive their brand and business forward."