Marketing services agency Arc Worldwide, part of Publicis, has opened a Detroit office with sister agency Leo Burnett, Detroit, which along with Burnett Chicago has been working with Arc Chicago for two year on the GM account, including Cadillac.com, Goodwrench.com and the Cadillac "Under5" campaign, reports ClickZ. The GM and Dow business being handled by Leo Burnett Detroit and Arc in Chicago and New York will be transitioned to Detroit, and the Arc and Burnett creative teams will be commingled.

Arc Detroit will deliver Arc's global disciplines: direct/database, interactive, promotional, and shopper marketing.

Jim Moore, president at Leo Burnett Detroit and global account director on the GM account, is quoted by ClickZ as saying: "Our focus will be on idea-generation as opposed to advertising. We might communicate the idea through a digital communication, CRM activities, TV, print or a promotion. The key is to develop a strong idea and then determine the means to communicate it."