Arc Expands Operations to Brazil
The Sao Paulo-based office will offer shopper-marketing services led by Jean-Louis Gusiew and Clovis Marchetti
Publicis Communications, through Leo Burnett Worldwide, announced that Arc will begin operations in Brazil. The shopper marketing agency will work in retail, design, packaging, e-commerce/merchandizing and content for shoppers.
Arc will work independently from Leo Burnett Tailor Made and will have its own clients, with plans to expand as an arm for shopper operations for other Publicis Communications agencies — a model that has already been developed in other markets.
“We’re very pleased and excited that Arc will now be operating in Brazil. Arc’s superb brand activation capabilities will prove very useful to clients in a marketplace as competitive as Brazil’s. Brazil is, of course, a very large and strategic market, and I’m very happy Brazil will be an important part of Arc’s growing global network”, says Bob Raidt, CEO of Arc Worldwide.
Arc Brazil will be led by Jean-Louis Gusiew as general manager and Clovis Marchetti as executive creative director. Gusiew was most recently Leo Burnett Tailor Made’s executive director of account services, while Marchetti was a creative director. The agency currently has 20 employees and is poised to grow.
“Our intention is to apply intelligence strategies in shopper marketing to help brands transform well-informed potential consumers into actual buyers, drive actions that develop business through the shopper’s perspective, and provide sales solutions carried out in physical or online channels,” said Gusiew.
“Over the last few years I’ve worked with various retail advertisers and, besides learning how the channel performs, I also realized that there are countless opportunities when you work dynamically and creatively. It’s a project that’s very interesting and challenging at the same time. The new shopper is more demanding and so he/she needs a creative push in order to make a purchase,” said Marchetti.