Anarock Launches ARC, an Integrated Marketing Agency
Real estate services company Anarock has announced the launch of ARC, an integrated marketing agency that it says is built to focus on business outcomes rather than output. The agency uses AI technology to score, prioritise, nurture and reactivate business leads, according to the company.
Nikhil Kumar has been appointed Head of Anarock ARC. Kumar has close to two decades of experience across advertising, media and marketing, and has held senior roles at MullenLowe Lintas Group, Publicis Groupe, and Dentsu Creative.
The agency has been established under the advisory of Akshay Gurnani, former Co-founder and CEO of Schbang, which the release describes as India’s first creative, media and digital agency.
According to the company, ARC’s offering is built around three pillars: creative development, performance media and experiential activations, underpinned by what Anarock calls its proprietary AI Predictive Engine. The company states that the same intelligence layer used in its real estate marketing has been adapted to work across sectors including BFSI, auto, retail, consumer durables and FMCG.
“ARC stands for Activation, Response and Conversion,” said Aashreen Puri, Regional Director, Anarock Group, adding that it is meant to convert business access into measurable growth.
Santhosh Kumar, Vice Chairman, Anarock Group, said that agency accountability has not kept pace with how marketing has evolved, and that bringing in Nikhil Kumar to lead ARC was a deliberate step toward improving measurement of outcomes.
ARC has started operations with a 55-member team of creative, media and technology specialists headquartered in Mumbai, with presence across Delhi NCR, Hyderabad, Bengaluru and Chennai. The company said the agency already has several major mandates underway.
Anarock describes itself as a leading independent real estate services company operating across India and the Middle East, established in 2017, with a team of over 2,600 professionals.
Issued via NewsVoir.