The Hindu Business Line : Leo Burnett ropes in Arc for below the line communication — Leo Entertainment to exist as an independent brand

THE Publicis Group agency has decided to integrate all its below the line offerings under a single brand name - Arc, to include services such a CRM (direct marketing), events, shopper marketing and promotions.

Speaking to Business Line, Mr Arvind Sharma, Chairman and CEO of Leo Burnett, said: "Arc is a global brand and from now all the below the line functions would exist under this global brand. Black Pencil was a smaller promotional unit, which we floated a few years ago but now we have consolidated all our below the line functions under Arc."

The Arc brand was launched nearly two years ago and it has offices in 38 countries.

The existing below the line brands of Leo Burnett such as Leo Stage, Leo Activation and Leo Cricket would come under the integrated brand of Arc but Leo Entertainment would continue to exist as a standalone brand.

Explains Mr Sharma: "Leo Entertainment is not quite below the line as it focuses more on bollywood. We would be continuing with Leo Entertainment as a brand while the rest of the existing below the line brands would now come under Arc."

Leo Entertainment provides marketing solution to the entertainment industry offering services such as in-film placements, ground promotions and marketing strategies to the film industry.

Offering a national network of services through its two branches in Mumbai and Delhi, Arc is expected to tap into markets, which exist between the big metros and the rural hinterland. It would exist as an independent division within the agency.

Added Mr Romit Mitra, Director, Integrated Marketing Services for Arc Worldwide, "Our services are seamless and we would be providing solutions to clients on a turnkey basis. We are equipped to attack the middle market which falls between the rural markets and the big metros."

Filling the gap for such below the line services needed in Class A,B and C towns, Arc intends going to the metros and then scaling its operations down the pop strata to target the smaller towns and cities which do not necessarily comprise the rural markets.

"We would be targeting the SME (small and medium enterprises) segment and would be pitching for both existing and new clients," states Mr Mitra, who does not want top restrict the business to Leo Burnett's clients.

Besides, Arc is also expected to offer a relatively new service- Shopper Marketing, which is all about activating sales at the point of purchase.

"We are expecting to grow at 35 per cent in the first year of operations," states Mr Sharma, who expects Arc to contribute 12 per cent of Leo Burnett's approximately Rs 500 crore billings turnover.