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Leo Burnett Business
300 Park Avenue South
New York, New York 10010
United States


Lisa Abbatiello

CEO, Leo Burnett Business


Billie Smith

EVP Director of Talent Management

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How to Best Integrate Brand-Building and Sales-Generating Efforts

Leo Burnett and Arc create a new tool to help brands quicken the path to purchase and reinforce brand affinity

The Buying Acceleration and Incentive Tool (B.A.I.T.), created by Arc and Leo Burnett, reveals how marketers can select the right purchase triggers to encourage people to buy based on human emotion and science. This tool is the first that truly helps brands effectively integrate brand-building and sales-generating efforts.

“Brands are still too often managed as if advertising and promotion are totally different actions. But today, brands no longer have that luxury. A brand action should engage shoppers to inspire both belief and buying,” said Bob Raidt, global president of Arc. “B.A.I.T. is a useful input to inform more relevant brand actions.”

Learn more on Arc’s website.