Arc South Africa continues moving upwards with two new accounts

Sunglass Hut, the world’s premiere eyewear retailer, with approximately 130 stores in South Africa is focused on the retail of fashion and luxury sunglasses. Cape Consumers is perhaps less well known, but having been in business for some 70 years, has created a solid niche audience in the group buying space.

“We are excited about these wins for different reasons, Sunglass Hut, because the pitch involved obtaining sign-off from the client’s international marketing team based in Milan, which meant that our work had to meet stringent global best practice requirements; and Cape Consumers, because it represents a re-win of an account that we used to hold over a decade ago, giving us a chance to reinvigorate a brand that is close to our heart,” says Arc’s MD, Velia Duncan.

Sunglass Hut marketing manager, Earl Kopeledi, comments that the agency won the pitch because it “demonstrated a unique appreciation for Sunglass Hut’s business realities, which involves working with international brand assets and adapting these to suit local needs”.

Arc South Africa will take full responsibility for the management of Sunglass Hut’s local data, from capture through to outbound communication as part of the brand’s customer engagement programme.

Cape Consumers sales and marketing executive Anneke Heckroodt was impressed with the agency’s ability to be both strategically and creatively innovative within budget constraint realities, demonstrating its value as a mature yet enterprising business partner.“We believe Arc’s omni-channel approach to driving our marketing activities, and linking it to measurable results will ensure that both parties experience this as a meaningful partnership,” she adds.

Arc’s scope of work for Cape Consumers will focus on a combination of customer acquisition and retention, with a strong focus on packaging the client value proposition for new market segments and geographic areas.

Both wins come hot on the heels of Arc’s rebrand, from Prima Arc to Arc, which saw the agency embrace the Arc Worldwide brand.

“We look forward to sharing the combination of our local experience and global resources with both clients,” concludes Duncan.

For more information on Arc South Africa, visit www.arcww.co.za.