CHICAGO, May 30, 2017 /PRNewswire/ -- To meet the demands of digitally enabled consumers and a rapidly evolving shopper marketing landscape, Arc Worldwide, the shopper marketing agency with the Leo Burnett Group, today announced significant investments in its leadership and geographic footprint that will strengthen its capabilities and drive "Irresistible Commerce" for clients.
The agency is growing its national presence by entering the New York City and Northwest Arkansas markets. The expansion follows tremendous growth fueled by substantial new business wins, including the MillerCoors portfolio, which it won in November 2016.
To support this growth and bolster the agency's offerings, Karuna Rawal, U.S. president, Arc Worldwide, has added seven executives to the leadership team. The new appointments will help the agency double down on experiential planning, data-driven shopper insights, and mobile tracking and analytics that will enrich its ability to help clients reach empowered consumers in a 24-7, digitally enabled world.
Additions to Arc's executive team are:
- Debbie Myszynski, EVP Business Leadership & Director, Commerce
- Elizabeth Harris, EVP Director, Strategy
- Jenny Cacioppo, EVP Business Leadership
- Karl Wenzel, SVP Director, Operations
- John Lowell, EVP Chief Intelligence Officer
- Billie Smith, EVP Talent Management & HR Operations
- Anna Gomez, Chief Financial Officer
The moves also represent a deeper alignment in shared capabilities with Leo Burnett. John Lowell will keep his leadership role over The Core, Leo Burnett's new data and analytics function, while Smith and Gomez will expand their current Leo Burnett roles to encompass Arc.
"As we grow, we are continuing to increase our distribution of Arc operations around the world for the benefit of our clients. This includes the strategic expansion in North America to New York and Northwest Arkansas," said Bob Raidt, global CEO, Arc Worldwide. "We're also investing in expertise that will help Arc stay close to consumers in a way that's unique to the industry."
The moves are all in service of Arc's new "Irresistible Commerce" positioning.
"Today's shoppers are more empowered than ever. With increasing control over what, when and how they buy," said Rawal. "To prosper, brands must continually adapt and find ways to become irresistible to consumers. That means using data to uncover meaningful value. Then delivering that value in creative and innovative ways across the total shopper experience. It should all be seamless. Which is why we're enhancing our offering and realigning the agency to better create those connections."
"More than ever, clients are looking for help understanding consumers as the traditional shopper journey becomes increasingly personal and varied," said Andrew Swinand, North America CEO, Leo Burnett Group. "Arc's steps to build on experiential planning, mobile and data perfectly position the agency to deliver a competitive advantage for clients looking to navigate today's complex, on-demand marketplace."
Arc has been a steady growth engine for Leo Burnett Group, as marketers' demands for innovative shopper solutions — both on and off-line — have increased. Currently, Arc's client roster includes Procter & Gamble, MillerCoors, Intel, Bridgestone, Kraft-Heinz, Alcon, Coca-Cola and Walmart.
Living at the intersection of creativity and effectiveness, Arc has recently seen its accomplishments recognized at both the Effie and Reggie Awards — winning accolades for diverse work across MillerCoors, Intel, and Procter & Gamble. The agency's nine finalists at the upcoming Pro Awards represent a significant achievement.
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SOURCE Arc Worldwide