Soche Picard Becomes Arc Worldwide North American CEO

Charlie Menchaca
Managing Editor
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Soche Picard, former Geometry Global team lead for Unilever Shopper and managing director, was named Arc Worldwide North American CEO. In her new role, Picard more fully develops and delivers against the “commerce” pillar of the Leo Burnett Group’s culture context and commerce positioning platform. 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.

Picard reports to Andrew Swinand, Leo Burnett Group North America CEO.

“Soche is an industry legend and a shopper marketing powerhouse," Swinand said in the release. "Her background blends executive leadership with a broad executional skillset that pairs seamlessly with our team’s strengths. 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’s hire comes as Karuna Rawal, who had been U.S. president of Arc, is elevated to president, Groupe Client Lead – responsible for multiple accounts, including P&G’s shopper marketing.

“Arc continues to be on the forefront of delivering innovation and results across a spectrum of categories,” Picard said in the release. “For today's shopper, culture, context and commerce have never been more important, and I look forward to continuing the agency’s growth.”