George Sargent, CEO at Arnold, on understanding business opportunities, corporate culture and audiences

At creative agency Arnold, says CEO George Sargent, designing marketing campaigns – whether with large brands or growth companies – comes down to listening and becoming immersed in the client’s culture.

That’s how Arnold’s campaigns for PNC Bank, Progressive and others have brought companies’ brands to life.

In this episode of the PNC C-Speak podcast, Sargent discusses one client with whom Arnold has had an 18-year relationship, as well as the agency’s recent “Brilliantly Boring” campaign for client PNC Bank.

“There was a like-mindedness in terms of the kind of work that we were going to be able to do together,” Sargent says about the collaboration between Arnold and PNC. “Our north star for clients is that we make it safe to be brave (with messaging).”

Listen to the episode for more about:

•What makes Sargent “tick” (10:08)
•How his agency sustains a culture of inclusion (20:39)
•The book Sargent is currently reading and recommends (25:04)

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Download a transcript of the podcast.