Arc Group cuts new image to mark ad service extension

The Arc Group advertising agency relaunches this week with a slimmer board structure and a new name: arcom communications.

The Arc Group, which claims equivalent billings of £100m, has previously been led by its above-the-line advertising revenues.

However, group vice-chairman John McWilliams says the agency will shift its emphasis: “Marketers are looking at other ways to spend their money, such as the Internet or sales promotion. The 30-second TV spot is no longer the automatic choice. This agency will reflect that change by offering a broader range of services.”

Arcom brands itself as “The Communications Shopping Mall” and offers services such as direct marketing, e-commerce, design and internal company communication projects. The agency will also adopt a new logo.

The Arc Group comprises two advertising agencies: Arc Advertising and Guru Communications, as well as direct marketing company Tomahawk, and media agency Media Factor.

The restructure means that these companies will come together under a single seven-strong board, led by group chairman Peter Steadman.

The company says no senior jobs will be lost as a result of these changes.

The Arc Group has a client list which includes Gruner & Jahr, Pioneer, Allied Domecq, Virgin and Granada.


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