Picard brings more than two decades of experience in shopper marketing space
(Chicago — 3 April 2018) Arc, the shopper marketing and activation agency of the Leo Burnett Group, today announced that Soche Picard is joining the company as Chief Executive Officer, North America.
Picard joins Arc from Geometry Global, where she held the joint role of Team Lead for Unilever Shopper and Managing Director for the agency’s New York office. She will relocate to Chicago and be part of the Executive Leadership Team, reporting to Andrew Swinand, Chief Executive Officer, Leo Burnett Group North America.
“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,” said Swinand. “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.”
In her new role, Picard will more fully develop and deliver against the “commerce” pillar of the Leo Burnett Group’s positioning platform, Culture, Context and Commerce. She will also expand the agency’s client base, bolster Arc’s leading position in the marketplace and enhance connectivity within the Leo Burnett Group and Publicis Groupe.
“Arc continues to be on the forefront of delivering innovation and results across a spectrum of categories,” said Picard. “For today’s shopper, culture, context and commerce have never been more important, and I look forward to continuing the agency’s growth.”
Picard’s hire comes as Karuna Rawal, who had been U.S. President of Arc, is elevated to President, Groupe Client Lead – responsible for multiple accounts, including P&G’s shopper marketing.
The leadership changes take effect immediately.
Arc is the lead brand activation and shopper agency within Publicis Groupe. We’re headquartered in Chicago and have offices in 37 counties with 2,000 + employees. We create Irresistible Commerce using data-driven insights to power innovative brand activations at retail and beyond. Our understanding of categories and behaviors enables us to meet the needs of shoppers in today’s omnichannel environment. To learn more about Arc, please visit www.arcww.com.
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