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August 08, 2007 at 19:29 PM EDT
Arc Selected by Comcast as Retail Marketing Partner

Arc 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 Comcast's needs."

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.

About Comcast

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.


Rachel Gillman
Leo Burnett / Arc Worldwide
(312) 220-5753

Maryhelen Kelley
(215) 320-7322

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