Publicis Launches Shopper Marketing Specialist Arc in Australia
The global Publicis Communications network is launching its shopper marketing brand called Arc in Australia, with experienced retail and shopper communications executive John Georgas as its managing director.
Preparations for the launch of Arc Australia have been underway for some months and the business officially opens its doors with foundation clients Sanofi Consumer Healthcare and Australian health foods and shakes business Bounce.
The new business is backed by the resources of major Publicis-owned agency brands Leo Burnett, Publicis and Saatchi & Saatchi and will have access to relevant clients from the agencies, as well as being available for independent client work.
Globally, the Arc network is operating across 17 countries with 1,300 employees and is currently in a period of rapid expansion. In 2015 and 2016 Arc Chicago was awarded the No 1 digital/specialist agency in the world by WARC. At the core of its work for clients Arc recognises that shopping is a 24/7 activity by people who can pursue their retail interests from any location, on any device. Arc creates programs to meet shoppers where they are and to meet their actual needs, no matter what channel they are using.
Arc has invested heavily in research and insights over the past five years, combining proprietary tools, studies and philosophies into easy-to-use formats and outputs for clients. One tool, People Shop, segments shoppers into six ‘archetypes' and depending on the category, each of these archetypes have preferred modes, needs and touch points.
John Georgas has 10 years’ experience in shopper marketing. He is a former CEO of Tribe Marketing and has led shopper campaigns and activations for consumers and trade with CUB, Suntory, TWE, Brown Forman, Moet Hennessy, Schweppes, Mercedes and Cadbury. With the launch of Arc Australia, Georgas also becomes a board member of the shopper marketing division of Publicis Communications.
Marketing Manager at Bounce, Lisa Forbes, said Arc offered a sharpened focus on attracting customers. “Arc sees our brand and sales opportunities very clearly and are very effective in the sales and ROI spaces,” said Mrs. Forbes.
“As a marketing channel, shopping and retail communications is growing at near 10% a year, while the predicted growth for the broader industry is closer to 4%,” said Georgas. “With mobile devices now omnipresent from first glance enquiries right through to almost every point of purchase, there is a powerful medium at our disposal. However, history clearly shows that influencing shopper behaviour is highly elusive and we will be deploying significant market intelligence and behavioural science to reach people in an effective way.”
Bob Raidt, global CEO of Arc, said the opening of the business in Australia was an important step for the network. “Given that the Australian retail industry is sophisticated and at the highest world standards, it is really important that Arc builds a strong presence in the market. We feel that John Georgas’ experience and previous successes in the sector, combined with the bespoke models we can build for specific client challenges, will be an attractive platform for clients in shopper marketing.”
Arc International clients include Procter & Gamble and Coca-Cola.