Publicis merges Solutions & Arc Worldwide as part of its new experiential game-plan
Arc Worldwide’s key clients in India include Amazon, P&G, Huawei, Heineken, Bajaj and Häagen-Dazs, while Solutions’ clientele includes HP, ITC, Fitbit, CP Plus, Usha and Sandisk.
Publicis Communications is all set to up its experiential marketing game with the merger of its in-house technology-enabled experiential arm, Solutions, with the global brand activation and experiential shopper agency, Arc Worldwide. This merger will be effective immediately.
Arc Worldwide’s key clients in India include Amazon, P&G, Huawei, Heineken, Bajaj and Häagen-Dazs, while Solutions’ clientele includes HP, ITC, Fitbit, CP Plus, Usha and Sandisk. It is believed that the new entity will reach out to over 100 Indian towns and metro cities. With this merger, Publicis Group is looking to play a significant role in the highly emerging experiential marketing sector which has witnessed big growth in the last few years.
Speaking about the merger, Saurabh Varma, CEO, Publicis Communications India & Leo Burnett, South Asia said, “By merging the two entities, Arc can leverage their combined expertise in ways that are unprecedented for the industry. The merger of Solutions with Arc will create even more momentum for Arc’s trajectory in India. Arc has deep capabilities across the entire experience landscape. With Solutions, we will create meaningful value exchange straddling the entire shopping experience for greater impact on our clients’ businesses. The merger is perfectly in line with our ‘Power of One’ strategy.”
It must be mentioned that Chicago-based Arc Worldwide is globally one of the top three agencies in the experiential and shopper marketing sector and serves around 400 brands in 40 countries.
Commenting about her vision for Arc Worldwide, Vandana Verma, Executive Vice President and India Head, Arc Worldwide said, “Arc is focused on creating meaningful connected experiences. In India, Arc is a key platform within Publicis Communications. Solutions will add immense value to Arc through its expertise across technology-enabled solutions, paperless retail audits, merchandising and real time consumer feedback, among others. The merger will now help us lead experiential planning, data-driven shopper insights, and mobile-tracking and analytics-led initiatives designed to help our clients reach empowered consumers.”
Adding his views on the merger, Virender Sharma, COO - Solutions said capabilities, combined with Solutions’ superior technology-led approach will prove valuable for clients in this market. The merger with Arc means unparalleled access to all clients in the Publicis Communications portfolio. I look forward to seamlessly integrating ideas and solutions that will grow our clients’ businesses. We are happy to see the coming together of Arc Worldwide and Solutions at our new Big Apple office in Gurugram,"
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