The D'Arcy Group, which has been slow to launch a global marketing services network compared with other groups, will rebrand all 32 of its below-the-line operations with the Arc name. This includes IMP in the UK and Clarion in the US, two of the most established names in direct marketing and sales promotion.
Arc will consist of 32 offices in 19 countries and will have global clients including Fiat, Philips and Procter & Gamble. Its billings of $842 million will place it in the top 15 marketing services groups and it hopes to grow through acquisition and winning new business.
The network will be positioned at the creative end of the market rather than focusing on CRM. It will specialise in direct and database marketing, promotions, interactive and trade marketing.
Arc's management team will be headed by Wendy Riches as the president of Arc marketing services group. She joined D'Arcy two years ago to oversee its marketing services operations. John Quarrey, the chief executive of IMP London, becomes the chief executive of Arc London and Europe. D'Arcy's interactive interests will be rebranded Arc Interactive under George Pace, its London-based worldwide managing director of interactive.
D'Arcy's president and chief executive, John Farrell, and Luca Lindner, its chief executive for Europe, have also been involved in the launch of Arc and will work on acquisitions and Arc's position within the D'Arcy Group.
Arc has been launched with the proposition of "creating live connections".
Riches said: "We believe that building brands today is not about trying to 'own' customers, nor is it about any single focus on any one area, such as CRM or interactive. Rather it is through understanding how companies, brands and customers connect to each other."
Farrell said Arc's launch will not be affected by the BCom3/Publicis merger. Publicis Groupe sources say the entire D'Arcy network could be repositioned as a through-the-line operation.
"We have had world-class marketing resources around the world but bringing them all together under one brand will multiply their effect," Farrell said.