MilkPEP Names Arc Worldwide Agency of Record for Shopper Marketing
Agency tasked with driving sales at retail, in digital and through e-commerce.
Arc Worldwide has been named the shopper marketing agency of record for the Milk Processor Education Program (MilkPEP). The agency is responsible for setting MilkPEP’s strategic foundation, as well as developing creative activations to restore consumer faith in milk’s nutritional benefits.
“MilkPEP is focused on making milk super-relevant to today’s shopper, and Arc is the right partner to help us do this,” said Julia Kadison, chief executive officer, MilkPEP. “The agency provided a smart, holistic go-to-market strategy that coupled consumer insights with heartfelt and disruptive creative. I believe Arc will deliver on our business objectives, and help milk win in this hyper competitive retail environment.”
As agency of record, Arc’s responsibilities include driving sales at retail, in digital and through e-commerce.
“In today’s omnichannel environment, shopping – even for groceries – can occur anytime and anywhere. And we know that especially in the milk category, the shopper isn’t necessarily the consumer,” said Karuna Rawal, U.S. president and chief strategy officer, Arc Worldwide. “We will use data-driven insights to optimize the total shopping experience and to transform current attitudes toward the milk category.”
Arc is the brand activation and shopper agency within the Leo Burnett Group, and the MilkPEP win is another proof point in its growth story. Last year, the agency expanded its reach by opening locations in New York City and Northwest Arkansas and welcomed seven new members to its executive leadership team.
Arc has also driven steady growth for Leo Burnett Group, as marketers’ demands for innovative shopper solutions have increased. Currently, Arc’s client roster includes Procter & Gamble, MillerCoors, Intel, Bridgestone, Kraft-Heinz, Alcon, Coca-Cola and Walmart.