RPA Repositions Arco Brand

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After a yearlong hiatus, Arco returns to the airwaves this week with a new campaign from Rubin Postaer & Associates.

The move signals an apparent commitment from Arco’s parent company BP, which acquired the service-station chain last year.

“After BP bought Arco, they evaluated the product, the fu ture of the brand and how much support they wanted to give it,” said Tom Kirk, group account director at RPA in Santa Monica, Calif.

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