Publicis Communications has announced the launch of Arc Worldwide, Publicis Groupe’s brand activation and experiential shopper agency, in India. Arc will work closely with all Publicis Communications India agencies – The Leo Group, Publicis Worldwide (including Marcel), Publicis Beehive, L&K Saatchi & Saatchi, and MSLGroup.
Arc Worldwide specialises in creating shopper interactions with brands. Its expertise lies in crafting ideas that move people to like, share, participate, advocate and explore, thereby moving them to purchase. Arc in India will provide clients with the same core expertise through acts and activations, events, exhibitions, shopper and rural marketing and retail design across metros and smaller towns and cities.
Speaking about the launch of Arc Worldwide, Saurabh Varma, Chief Executive Officer, Publicis Communications India, and Leo Burnett South Asia, said, “Arc Worldwide is a critical piece in our ambition for Publicis Communications in India. Arc will create more momentum for our ‘Power of One’ platform. With Arc Worldwide we hope to create meaningful ACTS for our clients using data and technology.”
Added Bob Raidt, Global President, Arc Worldwide, “Arc’s rapid growth is a testament to the agency’s strengths and capabilities. Our expansion to India, and merging with Leo Burnett Experience, will benefit our clients even further. This expansion, coupled with the power of all Publicis Communications India agencies, ensures that Arc can continue to stay at the forefront of the industry.”
Leo Burnett India’s below-the-line and experiential arm, Leo Burnett Experience, will now merge into Arc Worldwide. Vandana Verma, Executive Vice President at Leo Burnett Experience, will head the new entity.
Looking forward to leading the new division, Vandana Verma, Executive Vice President at Arc Worldwide said, “Arc Worldwide is one of the biggest brand activation and experiential agencies in the world, and I’m excited about the possibilities the India launch holds for us. People and their behaviour are the key pillars for Arc to create effective and meaningful brand activations. We create programs that inspire consumers to connect with brands in new ways. Our proprietary tools uncover unique insights into consumer needs and help create measurable actions that have a dynamic effect on our clients’ business. I believe the solutions we can create for clients across Publicis Communications will remain unmatched.”