Arc Selected by Comcast as Retail Marketing Partner
Worldwide has announced that Comcast Corporation, the nation's leading
provider of cable, entertainment and communications products and services,
has selected the company as a marketing partner in its efforts to expand
its presence at key retail outlets and retailer websites. Arc will be
responsible for a comprehensive mix of strategy, creative, and production
at major retail chains. Comcast's decision to partner with Arc followed a
three-month, multi-stage review conducted by Pile & Company.
Ultimately, Comcast's desire to more strategically introduce its brand at
retail and Arc's experience in developing critical shopper insights in
driving sales at retail made the partnership an ideal fit.
"Arc's retail expertise is significant for Comcast," said Maryhelen Kelley,
Director, Marketing Communications for Comcast. "Their nuanced
understanding of retail marketing, shopper insights and local activation at
the store level will take us in an exciting new direction, just where we're
looking to go."
Comcast understands the need to differentiate their brand at the retail
level. The combination of Comcast's expanding product offerings and growing
market share makes a strong retail presence, specifically at key
electronics outlets where consumers are making TV, computer and phone
purchases, particularly appealing. Their partnership with Arc will tap the
agency's in-depth knowledge of retailers and specialization in creating a
tailored in-store customer experience.
"We are witnessing an increase in the number of clients interested in
agencies with retail expertise," says Judy Neer, president of Pile. "They
are recognizing the importance of this channel in reaching elusive
consumers in a place where they're more willing to engage with your brand."
Arc will have a chance to translate Comcast's current and very successful
"Comcastic" campaign at retail and other channels that are essential for
driving brand continuity. The relationship will leverage Arc's additional
strengths in the online retail space and promotional marketing.
"We look forward to applying our multi-channel retail expertise and shopper
marketing acumen to Comcast's business," said Scott Moore, Chief Planning &
Analytics Officer. "Arc's strategic insight in this space and our ability
to deliver creative for the retail environment creates an ideal match for
About Arc Worldwide
Arc Worldwide, a Publicis Groupe
company and Leo Burnett Worldwide's marketing services partner, changes
consumer behavior and drives transactions by delivering multisensory
campaigns that cross numerous channels: interactive, promotional, retail
and database direct marketing. Since its founding in 2004, the company has
won 300 marketing awards around the world and been heralded as a "pioneer
on the frontier of marketing" for its ability to engage consumers through
new mediums. Arc aims to develop campaigns that create a "value exchange,"
an interaction of mutual value for the marketer and consumer with the goal
of leading the consumer down the path to purchase.
Comcast Corporation (NASDAQ: CMCSA) (NASDAQ: CMCSK)
(http://www.comcast.com) is the nation's leading provider of cable,
entertainment and communications products and services. With 24.1 million
cable customers, 12.4 million high-speed Internet customers, and 3.5
million voice customers, Comcast is principally involved in the
development, management and operation of broadband cable systems and in the
delivery of programming content.
Comcast's content networks and investments include E! Entertainment
Television, Style Network, The Golf Channel, VERSUS, G4, AZN Television,
PBS KIDS Sprout, TV One, Comcast SportsNet and Comcast Interactive Media,
which develops and operates Comcast's Internet business. Comcast also has a
majority ownership in Comcast-Spectacor, whose major holdings include the
Philadelphia Flyers NHL hockey team, the Philadelphia 76ers NBA basketball
team and two large multipurpose arenas in Philadelphia.