Arc, the shopper marketing agency within the Leo Burnett Group, has appointed Soche Picard as its North American CEO. Picard will more fully develop and deliver against the “commerce” pillar of the Leo Burnett Group’s positioning platform, Culture, Context, and Commerce. She will also expand the agency’s client base, bolster Arc’s leading position in the marketplace and enhance connectivity within the Leo Burnett Group and Publicis Groupe.
“Soche is an industry legend and a shopper marketing powerhouse. Her background blends executive leadership with a broad executional skillset that pairs seamlessly with our team’s strengths,” says Andrew Swinand, CEO, Leo Burnett Group North America. “Her deep and varied knowledge of the CPG space, coupled with her proven ability to lead an agency into continuous growth, makes her a uniquely perfect fit for this position.”
Picard joins Arc with more than two decades of shopper marketing experience under her belt. She was most recently at Geometry Global, where she held the joint role of team lead for Unilever Shopper and managing director for the agency’s New York office.
Picard’s hire comes as Karuna Rawal, who had been U.S. president of Arc, is elevated to president, group client lead—responsible for multiple accounts, including P&G’s shopper marketing.