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Publicis Groupe’s Arc Worldwide launches Shopper Marketing and Retail Knowledge Centre

The division will focus on helping brands build solutions around category engagement, channel studies and brand identity that will help them focus on selling experiences and not just products. The agency has roped in Khushbu Kaushal to lead the division

Arc Worldwide, Publicis Groupe’s experiential and brand activation agency, has announced the launch of a new division  - Arc WW Shopper Marketing and Retail Knowledge Centre. This team will focus on in-depth shopper marketing and retail experience strategy.

Arc Worldwide also announces the appointment of Khushbu Kaushal who will be leading this division for the brand.

With this new offering, Arc WW will be one of the very few experiential agencies in the country providing a holistic set of services including thinking, strategy and planning and execution in shopper and retail marketing. This division will deep-dive into the shopper experience by helping brands build solutions around category engagement, channel studies and brand identity that will help them focus on selling experiences and not just products.

With over 10 years of experience, Kaushal is known for building and growing some of the biggest global and Indian brands such as Coca-Cola, Mondelez, HUL, Tata, ITC and Diageo among others.

On the launch, Vandana Verma, COO, Arc Worldwide, said, “I am excited to launch the Shopper Marketing & Retail Knowledge Centre in India. Through this offering, we will be able to give our clients a more customised and holistic view on a shopper’s journey, right from the trigger process and leading to the final purchase. I also welcome Khushbu to the Publicis Groupe, who is extremely talented and wish her the very best.”

Saurabh Varma, CEO, Publicis Communications, South Asia, said, “We’ve had a terrific year and Arc Worldwide has played a significant role in this. Arc has worked seamlessly across Publicis Groupe agencies and used the ‘Power Of One’ to create incredible value for our clients. The launch of the Shopper Marketing and Retail Knowledge Centre strengthens the Groupe’s expertise to now provide a more comprehensive understanding of a shopper’s journey, which is getting more complex by the day. I wish Vandana and the Arc WW team the best and I’d also like to  welcome Khushbu to the Publicis Groupe.”

On joining Arc Worldwide, Kaushal said, “I’m looking forward to helping brands build solutions that will pivot the focus on selling experiences and not just the product. Knowing Vandana and Saurabh’s vision of creating a truly integrated agency through the Groupe’s ‘Power of One’ model, I am confident that shopper marketing will add more value to our clients and it is this approach that makes the Groupe stand out from the rest.”

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