Functionalized arylmagnesium reagents bearing an ester, cyano, nonaflate or trialkylsilyloxy group undergo fast cross-coupling reactions with alkenyl iodides or bromides in the presence of catalytic amounts of Fe(acac)3 (5 mol%) at -20 °C within 1 hour resulting in the formation of the desired cross-coupling products in satisfactory yields. Excellent yields can be achieved by performing the cross-coupling reaction on solid phase by generating the Grignard reagent on the resin.