Arc Marketing has added assignments worth about $6 million combined from new and existing clients.
The new clients are Clairol, Cendant and Metric, while Arc has also been engaged for additional projects by current clients Kellogg's and the History Channel. Work for the Publicis Groupe shop in Greenwich, Conn.—which changed its name from Clarion Marketing this summer—will mainly involve promotions and events marketing, long the shop's specialty.
The wins are important for Arc because they come from a broad range of client types, underscoring the agency's ability to work on business ranging from fashion and hospitality to high technology, said Caren Berlin, Arc's president. "Our agency focus is on creating a connection with consumers to develop ideas and bring them to life through whatever solutions are needed," she said.
For Clairol, Arc is coordinating promotions with the second season of the hit TV series American Idol. During auditions to be held in the spring, the shop will hand out samples of the client's Herbal Essences product line, as well as create retail displays promoting the show and its sponsor.
Arc will help New York-based Cendant roll out a "loyalty" program encouraging repeat business among customers of the company's hotel brands, which include Ramada, Howard Johnson and Super 8 Motels. Direct and interactive work will guide the effort, Berlin said.
For Metric, a Ridgewood, N.J., provider of skin-care programs, Arc will handle direct marketing and promotional efforts for the client's first store, located in Ridgewood. Work will include direct mail, a video shown in the store's reception area and an open house for area retailers. "We're helping put Metric on the map as quickly as possible and rapidly [building] a loyal, broad customer base," Berlin said.
Kellogg's selected the agency to handle interactive work for several brands within its Keebler business. "They have a lot of heart for the business," said Sandra Uridge, director of consumer promotions at the Battle Creek, Mich., client. For the History Channel, Arc is coordinating promotional support for Save Our History: Save Our Sounds, a documentary that will air on Dec. 26.