The Bold New Professional, says Arrow's new campaign

Arrow- The Bold New Professional’

Throughout its rich heritage, Arrow has always been was synonymous with “Professionalism”, a term which in the past seemed to have a certain rules to abide by; an almost unwritten code of conduct through which business was carried out. But in these fast changing times, ways of doing business and indeed the term professionalism itself has changed. No longer is it confined to board rooms and the hallways of corporate buildings. In its latest campaign, Arrow celebrates the changing face of Professionalism, and those individuals who are breaking conventions and re-writing the rules of success.

‘The Bold New Professional’ is one who does not need corner cabins or fancy sounding designations to be successful. This changing work culture is reflected in the clothes the professionals  wear and Arrow  set out to celebrate the statement they were making.

Some of the memorable lines that embody the personality of the protagonist are:

“Who says you can’t make your favourite coffee shop your corner cabin?

“Should meetings end with just a firm handshake?”

“Is it written that a CEO must arrive on four wheels?”

“Why can’t we make our partners in crime, our partners?”

“I don’t believe in rules, except one - Out with the old. In with the bold.”

This is consistent with Arrow’s earlier AW14 campaign which defined who a “Professional” is. With this campaign, Arrow is taking a step further and positioning the “Bold new professional” as a guy who just believes in “getting the work done” and is bold enough to challenge the conventional.