Saatchi X axed as Publicis brings back Arc London brand

Saatchi 1Reports of the demise of Arc London appear to have been just premature excogitation after all; Publicis has revealed that it is reprising the agency brand in the UK in a move which will instead see Vivid Brand and Saatchi & Saatchi X disappear.
In 2015, the French-owned group said that Arc London, which can trace its roots back to one of the UK’s founding sales promotion shops, IMP, was being renamed Leo Burnett as part of plans to bring all London businesses in the group under a single brand.
The decision did not affect other Arc agencies around the world.
But now it is back, and staff from all three agencies will move into Publicis UK’s office on Baker Street.
It has been claimed the move is designed to consolidate the resources of the agencies to offer a more comprehensive portfolio of expertise to Publicis clients, which include Procter & Gamble and EE, although perhaps surprisingly Publicis said there will not be any redundancies.
The new Arc will have a team of more than 70 and be spearheaded by Vivid Brand managing director and partner Gideon Karmiloff, who becomes chief executive.
From the original Arc line-up, Ian Thomas becomes managing director, and Garry Munns becomes executive creative director, while Vivid’s Zoë Kelly becomes head of strategy, and Rachel Wilkinson becomes head of business development and digital integration.
Saatchi X chiefs have not made the management team; creative chief Tim Clegg left last year to succeed Ben Golik as executive creative director at Kitcatt Nohr.
Karmiloff said: “By bringing shopper and creative talents from three leading shopper brands, we will offer our existing and future clients unrivalled expertise to help their brands lead the way today and tomorrow.”

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