Y&R appoints shopper marketing leadership team

by Marie-Caroline Dubourdieu , Lipe

Y&R, following rapid expansion of its Labstore Europe shopper marketing business, has appointed a new leadership team to drive network integration and accelerate growth.

The network has appointed Daniel Pownall, the founder of creative boutique Mr. Nice, to the new role of Executive Creative Director of Labstore Europe.

It has also promoted Martin Wolf, previously Labstore’s strategy chief in Vienna, to the role of Managing Director of Labstore Europe.

Pownall is responsible for co-ordinating all creative activity for Labstore across Europe and will work to build Labstore’s Madrid agency into a shopper design and communications hub for other offices in the network.

Wolf, who will continue to drive shopper strategy out of Labstore’s Vienna office, will now also be responsible for the strategic and business development of Labstore Europe offices in nine countries and strengthening relationships with key clients such as Movistar, Danone, GE Money Bank, Eroski, and BEL.

The appointments follow the launch of six Labstore Europe offices in the last six months in Budapest, Lisbon, Moscow, Paris, Prague and Vienna.

Y&R’s ambition is to build on its shopper marketing centres of excellence in Madrid and Vienna that serve as Labstore hubs for the region. Expansion plans include new offices in Italy, Turkey and Germany in 2017.

Labstore, which also currently has offices in Madrid, Milan and Brussels, was launched in Spain in 2008 and brings together Y&R’s extensive retail and shopper marketing experience.

Andrew Dimitriou, the President of Y&R Europe, said: “The Labstore shopper and retail offering is seamlessly woven into our broader Y&R Europe network, to deliver integrated solutions to meet our clients’ business needs. The new leadership will continue to drive brand experience management along the path to purchase for a perfect chemistry between brands, shoppers, consumers and retailers,"