SOURCE: Arc Worldwide

April 19, 2007 07:00 ET

Arc Worldwide Dominates Interactive Marketing Award Competitions

Arc Dubai Named One of World's Top Agencies at Interactive Media Awards, Arc Chicago's Procter & Gamble Productions Campaign Earns MarketingSherpa Award

CHICAGO, IL -- (MARKET WIRE) -- April 19, 2007 -- Arc Worldwide has been singled out as one of the most effective interactive marketing agencies based on recent marketing awards competitions; it was announced today.

The international Interactive Media Awards (IMA) named Arc Worldwide in Dubai one of the top 10 global agencies in 2006. One of only two non-North American offices on the top 10 list, the agency has been recognized for having achieved the "highest standards of excellence in website design and development."

The Interactive Media Awards recognize the highest standards of excellence in website design and development and honor individuals and organizations for their outstanding achievement. Created by the Interactive Media Council, Inc. (IMC), a nonprofit organization of leading web designers, developers, programmers, advertisers and other web-related professionals, the competition is designed to elevate the standards of excellence on the Internet and offer winners a boost in marketing and exposure. Judges include executives from American Express, Conde Nast Publications, Microsoft, the New York Times, Ogilvy & Mather, Time Warner Inc. and Verizon Business.

The IMA also recognized Arc Dubai for three "outstanding" websites. They are:

--  The Sony High Definition TV website --,
    named "Best in Class - Computer Hardware" and "Best in Class
    - Retail"
--  The Procter & Gamble Herbal Essences website --, recognized for 
    "Outstanding Achievement - Fashion/Style"
--  General Motors' GMC Yukon vehicle -- --
    named "Best in Class - Retail."

Raja Sowan, managing director of Arc Dubai, said, "This award is a reflection of the commitment we have made to our clients to create the most groundbreaking interactive communication strategies that fully illustrate our clients' image and products. As part of Leo Burnett Worldwide, we have the opportunity to fully integrate our communication strategies and deliver total communication solutions to all our clients in the region."

Arc Chicago Wins at MarketingSherpa Awards

At the MarketingSherpa Awards, Arc Chicago took home silver in the "Best Consumer Opt-In Campaign" for its work on behalf of Procter & Gamble Productions Inc. (PGP) and TeleVest Daytime Programs, Inc., which produce two daytime dramas on CBS: "Guiding Light" and "As The World Turns." Arc's Daytime Dollars campaign beat out more than 250 competitors.

MarketingSherpa is a research firm publishing case studies, benchmark guides and how-to instructional materials for marketing professionals. More than 237,000 marketers read MarketingSherpa's newsletters, guides and website every week.

Daytime Dollars was "a glowing example of sweeps done right," MarketingSherpa said in a statement. "The demographic was perfect, the multimedia approach to getting the word out was fabulous and the email follow-up campaign was high-impact. Most important to our judges, the marketers measured their success based on a business result (in this case, measurably higher ratings for selected TV shows) and not just on sheer volume of list growth."

Background on Arc's Promotions for Procter & Gamble Productions and TeleVest

--  Arc created the concept, a rewards program that
    used experiential prizes to build online and offline consumer engagement
    and increase viewership of the two daytime dramas.
-- complemented the shows and drove viewership while
    bringing an entirely new layer of entertainment to viewers.
--  The promotion enabled loyal viewers to be active
    participants in the dramas, and feel a real connection to the long-standing
--  Viewers interested in participating in the promotion registered at to receive daily weekday emails with unique official code numbers.
--  The watch-and-win game awarded $500 each weekday to the two viewers
    whose codes were announced during the telecasts of "Guiding Light" and "As
    The World Turns."
--  Targeted banner ads, PR, and television and radio spots drove the
    target to so that they could participate in the
--  Behind the strategy were Arc's fact-based consumer
    insights -- namely that consumers increasingly want to take ownership of
    their favorite brands and participate alongside them. From sharing their
    personal stories about their favorite characters at to
    real encounters with the stars, it provided compelling ways for viewers to
    engage with "Guiding Light" and "As The World Turns."
About Arc Worldwide

Arc Worldwide, a Publicis Groupe company and Leo Burnett Worldwide's marketing services partner, changes consumer behavior and drives transactions by delivering multisensory campaigns that cross numerous channels: interactive, promotional, retail and database direct marketing. Since its founding in 2004, the company has won 300 marketing awards around the world and been heralded as a "pioneer on the frontier of marketing" for its ability to engage consumers through new mediums. All Arc campaigns create a "value exchange," an interaction of mutual value for the marketer and consumer with the goal of leading the consumer down the path to purchase.

About Procter & Gamble Productions, Inc.

Incorporated in 1949, PGP is America's foremost producer of high-quality dramatic serial programming. Its mission is to produce or acquire compelling, educational, platform-neutral content of superior quality that creates value for the consumer and for PGP. PGP focuses on creating relevant content for marketers and brands to communicate and build relationships with consumers.

About TeleVest Daytime Programs, Inc.

TeleVest Daytime Programs, Inc., the exclusive producer of Procter & Gamble Productions' daytime serials, is a business unit of MediaVest, a full-service media and communications unit of Starcom MediaVest Group (SMG), a subsidiary of the Paris-based Publicis Groupe network. Headquartered in New York, TeleVest Daytime Programs, Inc. has produced 20 daytime dramas for PGP since 1933. "As The World Turns" and "Guiding Light" represent a combined total of 121 years of broadcast history and together have received a total of 110 Daytime Emmy Awards.

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