Leo Burnett’s Arc Worldwide Announces Executive Leadership Changes

Arc Worldwide welcomes a new CEO for North America

Arc Worldwide

Leo Burnett Group shopper marketing and activation agency Arc Worldwide has a new chief executive for North America.

Soche Picard will relocate to Chicago to serve as CEO, North America, effective immediately. She will report directly to Leo Burnett Group North America CEO Andrew Swinand, who has served in that role since January 2017.

“Soche is an industry legend and a shopper marketing powerhouse. Her background blends executive leadership with a broad executional skillset that pairs seamlessly with our team’s strengths,” Swinand said in a statement. “Her deep and varied knowledge of the CPG space, coupled with her proven ability to lead an agency into continuous growth, makes her a uniquely perfect fit for this position.”

Picard arrives from Geometry Global, where she has spent the past four years. At Geometry, she served as managing director of the agency’s New York office and also built and led Team Unilever Shopper for WPP.

At Arc she will be tasked with expanding the agency’s client roster while enhancing connectivity with Leo Burnett Group and Publicis Groupe.

“The industry is in a really interesting place right now. Clients are scrutinizing every marketing dollar. Consumers are on ‘always on’ shopping mode, and in more control than ever around what they want, when they want it, and how they get it,” Picard told Adweek.

“Today’s clients are demanding and savvy. They want the best of the best, and they want it all integrated and seamless,” she added. “I’ve done that successfully for the past four years. I know what it takes to bring disciplines together, eliminate redundancies, and work in harmony on behalf of a client.”

With Picard’s arrival, Arc U.S. president Karuna Rawal moves into a role as president, Groupe Client Lead, responsible for multiple accounts including shopper marketing for P&G.

Recommended articles