by MarkLives (@marklives) Prima Arc has officially changed its name to Arc — embracing the Arc Worldwide brand. The name change is part of a process that began in 2013, with Publicis’ acquisition of Prima Plus, the direct marketing and CRM agency.
At the time of the acquisition, a decision was made to introduce the Arc brand into South Africa by evolving Prima Plus into Prima Arc. Eighteen months in, and the decision has been made to rebrand the agency as Arc South Africa.
Arc SA has also restructured its management team, with founder Peter Farrell moving into the role of chairman, and client services director and deputy MD Velia Duncan taking on the role of managing director.
Other senior management changes include the appointment of Paul Geary as director of digital and innovation, and Quinton Luck as executive creative director. Keith Lindsay continues in his role as business development director.
Arc Worldwide is the brand activation agency within The Leo Burnett Group.
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