The idea of a single view of the customer, and the consequent ability to communicate with each individual in a way that encourages brand loyalty, enhances lifestyle choices, and even predicts buying trends, is something of almost utopian ideals in the marketing world.

However, Ryan Silberman, CEO of Arc Worldwide South Africa, claims the organisation has achieved this with its Marketing Operating System, Arc OS.

“We’ve been able to integrate various disciplines: digital, social, data, behavioural science, creative, content, and traditional CRM into Arc OS. By wrapping these disciplines in creativity, we not only understand the consumer, but nurture the relationship with brands at every touch point on the shopper journey. The brand benefits, but perhaps more importantly, the consumer experience is a rich and rewarding one.”

Since the merge of emote and Arc earlier this year, this approach has resulted in 12 new pieces of business including Protea Hotels, Europcar, Reckitt Benckiser, Game Stores, and Tetra Pak.

Delivery on this promise was highlighted at the New Generation Social and Digital Media Awards, with Arc Worldwide South Africa winning four Golds, two Silvers, and a Bronze, including Most Viral Campaign by an Agency.

“For us, it’s about results,” says Silberman. “We look at the shopper journey from inception to sale, and beyond, and drive growth and loyalty at each increment of that journey. It’s simple – if results are not achieved, clients’ money is being wasted.”

The categories won by Arc Worldwide South Africa are:

  • Outright Gold Winner: Most Innovative Digital Campaign by a Small Agency
  • Gold: Best Social Media Reach from an Event 
  • Gold: Most Innovative Social Media Campaign by a Small Agency 
  • Gold: Most Viral Campaign by an Agency
  • Silver: Most Innovative use of Digital Media
  • Silver: The New Generation Social Wiz Award 
  • Bronze: Best Integrated Marketing Campaign by a Corporate 

For more information, visit www.arcww.co.za.