MARC Is an Agency That Brings Innovation to Retail

Rite Aid and McDonald's

Photo: Cory Morton

Who Tony Bucci, chairman; and Michele Fabrizi, president and chief executive officer
What Advertising agency
Where Pittsburgh offices

MARC (Marketing Advertising Research Consultants) is known for bringing innovation to marketers like Rite Aid, Payless ShoeSource, Cooper Tires and Macy’s. A loyalty card program it created for Rite Aid has rung up over 800 million transactions since launching four years ago and now arms employees with iPads to answer shoppers’ questions. The practice of finding new business opportunities goes way back at MARC: While McDonald’s experimented with chicken in the late 1960s, MARC and a local franchisee launched a product, little noticed at corporate headquarters at the time, that would become known as the Big Mac.



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