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Arc Worldwide is Karl Gomes’ new home

Karl Gomes has been appointed executive creative director, digital, for Arc Worldwide. He put in his papers at Tribal DDB earlier this month.

After putting in his papers at Tribal DDB, Karl Gomes has decided to move to Leo Burnett’s Arc Worldwide. He has joined Arc Worldwide India as executive creative director, digital. The development has been confirmed to agencyfaqs! by CVS Sharma, head of Arc Worldwide.

Says Sharma, “In the last few months, Arc has been building a roster of prestigious client engagements with clutter-breaking ideas that are delivering measurable results. Globally, Arc Worldwide is renowned for its digital creativity. Sites such as thebar.com, cadillac, and verbnow.com are truly inspirational. In Karl, we have found a creative mind, very passionate about this medium with a truckload of ideas to fire it up. His mandate will be to leverage Web 2.0 with some big campaign-worthy interactive ideas for our clients.”

Karl Gomes

Says Gomes, “The digital media is a lot more than just a website and a media campaign. Today, clients are a lot more excited about interactive than maybe at any point before. They’re finally starting to see the promise of the Internet and just how powerful an advertising medium it is. At Arc, everything starts with an idea coming from a deeply rooted consumer insight. Then they look at how they can use better and newer approaches to bring those ideas to life. The fascinating thing about Arc is it’s concept of media-neutral ideas and I see great scope to integrate these media-neutral ideas with the digital medium in which Indian audiences have started sharing content, opinions, insights, experiences, perspectives.”

Arc Worldwide was set up in 2004 as the marketing services brand aligned with the Publicis owned Leo Burnett. It is a marketing services agency and provides services spanning interactive, out of home, shopper marketing, events and promotions. Arc’s client list includes Centurion Bank of Punjab, UTI Mutual Fund, ICICI Prudential, Procter & Gamble, Samsung IT, Petronas and Reliance Communications.