Arnold’s Non-Metaphorical Media Lab

What’s Arnold’s Chief Creative Officer, Pete Favat, up to? Last year the agency hired cognitive scientist Dr. Lisa Haverty to run an intuition analytics department. Now, the agency has announced a research and development lab tasked with creating new media channels.
“I think…I’m creating jobs I want to live vicariously though,” Favat told Creativity.
“I wanted to put a couple of people in place who are not concerned with or thinking about the day-to-day brand messages, with what we have to do for Jack Daniels, truth, or Tag, but are coming up with software, coming up with different technologies, whatever we can to dispense new ideas out in the world,” Favat says. “I told them ‘The day you guys think about certain brands is the day you lose your job.’ Their mantra is to just play; I don’t want them to ever worry about being attached to a client.”
Ryan Habbyshaw, 25, an agency art director/designer, and Todd Vanderlin, 23, who studied at Parsons School of Design are the two explorers. They report to creative director Meg Siegal.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. It’s refreshing to see a company with the confidence (and allocated resources) to focus on finding what’s next. AMAZING looking lab…Can I come visit and play?
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