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Changes at Leo Burnett’s BTL arm: LeoActivation ceases, Arc beefs up

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Changes at Leo Burnett’s BTL arm: LeoActivation ceases, Arc beefs up

Leo Burnett’s below the line (BTL) offerings are seeing a definite shape now. Hitherto, the agency had LeoActivation and the recently launched Arc in the segment. However, now brand LeoActivation ceases, while Arc has two heads – Romit Mitra, supervising all activities of Arc, and Sujit Nair, who has just been promoted to take charge of Proprietary Events as AVP. Nair will continue to report directly to Harish Parameshwaran, Director, Leo Burnett.

Explaining more on the present structure, Arvind Sharma, Chairman, Leo Burnett, said, “LeoActivation now becomes Arc. But with in Arc, Proprietary Events will be an independent function and Sujit will take care of that. Romit is responsible for everything else.”

Leo Burnett had launched its international below-the-line arm, Arc, a couple of months back, while the brand LeoActivation was put in place three years back. Nair has played a key role in setting up LeoActivation and in its progress so far. Sharma is confident that in the new structure, Arc will be able to do even better work for its clients in the BTL segment.


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