John Farrell, president/ceo of D’Arcy Worldwide, returned temporarily to his roots last week with the relaunch of the IMP below-the-line network as Arc – neatly coined as “the heart of D'Arcy”.
Farrell, one time boss of IMP’s London office and chairman of Britain’s Institute of Sales Promotion, also plans to integrate all Bcom3’s marketing shops under the Arc banner – among them North American-based Clarion Marketing & Communications, Chain Reaction and Cognetics; and elsewhere on the map, IMP Teasing, Azzura IMP, Grupo K, Netwhere and Blue Marble.
The combined entity, headquartered in New York, will boast global billings of $838.15 million (€862.18m; £553m) and employ seven hundred staff. Among Arc’s clientele are General Motors, Carrefour, Fiat, and Gallaher. Services on offer include direct marketing, CRM, sales promotion and interactive marketing.
Says Farrell: “By combining marketing services companies under one brand name and a single strategy, Arc joins the ranks of the top global marketing services groups. It is truly an equal partner for D'Arcy, as well as a significant resource for Bcom3.”
Those who admire Farrell’s strategic wiles also believe it will place Arc in pole position for marketing services supremacy when Bcom3’s acquisition by Publicis is completed in September. Counterpart units within the French group are comparatively fragmented and include Publicis Dialog, Frankel and The Triangle Group.
Data sourced from: BrandRepublic (UK); additional content by WARC staff