There’s a new power broker working in the 15th floor executive offices of Chrysler LLC’s global headquarters — a man who might give dealers a feeling of deja vu. He’s Peter Arnell, a flamboyant New York branding and communications adman known for big splashy ideas. He’s a consultant, not a Chrysler employee, but he has a newly created title: “acting chief innovation officer.”

And he’s got clout. Chrysler CEO Bob Nardelli has given Arnell broad influence over Chrysler’s brand strategy, product planning and dealership and customer merchandising. Arnell arrived at Chrysler last fall, but Chrysler has been quiet about his presence. And the extent of his influence is now emerging.

Arnell’s consulting services bring him into areas of the company that already have bosses, raising the specter of possible turf wars and executive conflicts. Among the people and the areas to watch: Trevor Creed is Chrysler’s chief designer; Deborah Meyer is chief marketing officer; Frank Klegon heads product development.
 

A History with Nardelli
Arnell is the latest high-profile consultant Nardelli has brought in as he tries to revive the ailing automaker. Another Nardelli associate, John Campi, came on board as a consultant and is now global procurement chief.

Arnell has a history with both Chrysler and Nardelli. When Nardelli was chairman of The Home Depot home improvement chain, he used Arnell in a similar consulting role.

Wide Authority
Nardelli has given Arnell wide ranging influence in many areas. In addition to occupying the 15th floor along with Nardelli and co-presidents Tom LaSorda and Jim Press, Arnell has a seat onChrysler’s product planning council. He will work with Chrysler’s ENVI think tank to develop product innovations and technology. He will also help develop in-car infotainment systems. Arnell will advise Chrysler on:
• Vehicle designs and materials that consumers see and touch in vehicle interiors
   and exteriors
• The consumer experience at auto shows and dealerships
• Strategy for developing the Chrysler, Dodge and Jeep brands
• Development of new products and accessories for the Mopar Group

Arnell already is involved in the launch of the Dodge Challenger muscle car, which is scheduled to arrive at dealerships this spring. He produced a Challenger video that was shown last month at the Chicago Auto Show.

Flamboyant Figure
Arnell is a well-known personality on the New York ad scene. According to Advertising Age, the Arnell Group had revenues of $23.1 million in 2006.

Associates call Arnell a genius and an idea generator.

His agency has had a star-studded list of clients, including Samsung, Reebok, Unilever, Donna Karan, DKNY and Electrolux. His address book is full of A-List celebrities, and he counts luminaries such as noted architect Frank Gehry as friends.

Working with Nardelli at Home Depot, he launched Orange Works, an in-house innovation think tank. The best-known product of that partnership was a stylish and ergonomic fire extinguisher, the Home Hero, that could be linked with smoke alarms through a docking station.

The large new presence at Chrysler was once a very large man. He has written about his experience of losing nearly 250 pounds, and he was involved in the launch of a line of healthy snacks called GOAT, for Greatest of All Time.

In 2004, Scott Donaton, then editor of Advertising Age, wrote, “More than any Omnicom network chief would like to admit, Arnell is called in to help win or save a piece of business.

“Peter Arnell loves a challenge.” At Chrysler, he’s got one.