• by Amy Corr  @MediaPostOTL, April 18, 2005

In an effort to keep up with the Joneses, Arnold Worldwide expanded its branded entertainment capabilities today with the creation of Arnold Entertainment. The group will develop and produce content for entertainment channels in television and film to promote its clients brands. The move comes as Havas sister unit MPG also beefs up its branded entertainment operations.

Teddy Lynn, a Hollywood film and television producer and Lee Einhorn, most recently Group Creative Director at Publicis & Hal Riney in San Francisco, will run the group from Arnold's Los Angeles office.

Lynn, whose production credits include "Pleasantville," will focus on forming relationships for Arnold clients within the film and television realm.

Einhorn most recently oversaw creative direction for Sprint, and previously worked at Arnold on the truth and Monster.com accounts.

The group will be managed by Pete Favat, managing partner and executive creative director, and will report to Chairman and Chief Creative Officer Ron Lawner.

Lynn and Einhorn join Boston-based Jamie Tedford and Tracy McArdle, who have been developing entertainment opportunities for Arnold clients from the East Coast headquarters.

Arnold Entertainment will expand on the agency's existing work with branded entertainment, which includes the creation of "The Checkup," a short film developed for the launch of Volkswagen's Jetta and truth's "Fair Enough" sitcommercials which were the first commercials to be made available as a five-minute programming block on G4 network and recordable by TiVo.

"Our goal is to create entertainment that audiences find engaging and compelling enough to seek out on their own and which advances that audience's view of the brand providing it," Einhorn said.