PARIS Leo Burnett is launching a Paris-based retail marketing practice in Western Europe under the Arc brand.
Marketers have yet to sign up for the new initiative, although a source said that "numerous clients have expressed interest" and Arc executives are presenting capabilities to clients like Petit Navire, Kellogg and Procter & Gamble.
"Our shopper marketing experience was crafted and continues to evolve working alongside clients that pioneered the discipline like P&G, Kellogg, McDonald's and Coca-Cola," Nina Monahan, retail managing director, Western continental Europe, said. "We expect Arc to become another crucial pillar in the future development of our overall agency."
Monahan was recruited from Arc's North American operations, as was Ken Monahan who becomes Arc cd and Lynda Olesen, retail strategic planning director.
Jean-Paul Brunier, CEO, Leo Burnett Belgium and France, said, in a statement, that he sought such talent from America and Canada: "We wanted to bring the highest level of creativity because, as an agency, we believe that strategic thinking and creativity have the power to transform human behavior -- which, of course, is of the utmost interest to both brands and retailers."
Other execs joining the Arc operation are Vincent Remlinger, Leo Burnett France's deputy managing director, and Daniele Marrone, retail design lead, who will be based in Rome.
Separately, Publicis Groupe said Publicis Consultants was appointed as the public relations agency for Shanghai's Expo 2010. A Publicis representative would not disclose the value of that world fair contract.