Arc

Arc advertising & marketing assignments

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Arc is the shopper and promotional marketing arm of Leo Burnett. It was established in 2004, absorbing several other separately branded satellites around the globe. Towards the end of 2006, Publicis Groupe aligned Arc even more closely with Leo Burnett by merging management responsibility for the two brands under a single executive council, so that they became to all intents and purposes a single company operating under dual brands. Since 2015, several of Arc's worldwide offices have been merged back into the main Leo Burnett outpost (or indeed other Groupe agencies), but a standalone presence remains in around 20 markets. Arc offers four main services of shopper marketing, traditional direct marketing, digital and general sales promotion services. However, it now operates primarily as a service unit within Leo Burnett and only rarely pitches independently of the main agency. In most countries the brand has absorbed any existing marketing services satellites of Leo Burnett, and in some cases other brands within the wider Publicis Groupe as well. Global CEO Bob Raidt moved up to a central role at Leo Burnett in 2018 and was not replaced. Soche Picard is North America CEO, and other local heads report in to the regional Leo Burnett office. The original Arc Marketing was created in 2002 from the merger of diverse marketing services agencies in the US, Europe and Asia Pacific region sitting within what was then the D'Arcy Worldwide group. It was inherited by Burnett following the acquisition of D'Arcy in 1999. Among the main predecessor agencies which were gradually absorbed into Arc were Frankel and Clarion Marketing in the US and IMP and Blue Marble in the UK.

Capsule checked 21st July 2020

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