Arc Worldwide, the direct marketing arm of Chicago-based agency Leo Burnett, has appointed Nick Jones its EVP, retail practice lead and account director. The former managing director of Draftfcb agency Rivet London is charged with improving Arc’s retail unit, which includes clients McDonald’s, Comcast and Procter & Gamble, in the new position.
“Cross-channel activation is something we want to do more of” with retail clients, Jones said. “Because so many consumers shop across channels, ensuring that the brand experience is consistent across those channels is very important.”
Jones, who joined the firm last month, is also part of the Retail Commission on Shopper Marketing, an initiative of the In-store Marketing Institute sponsored by Arc client Coca-Cola.
“[Coca-Cola] asked us, as the agency partner, to be part of that commission,” Jones said. “It’s going to be looking into defining the world of shopper marketing better, and helping the retailer side of the equation get more involved and get more of an understanding of what it means.”
