Creative agency Y&R MENA has launched Labstore, a digitally led retail and shopper marketing network in the Middle East.
Headquartered in Dubai, Labstore MENA will service accounts across the Middle East and North Africa, offering an integrated approach to retail marketing as a digital and social driven shopper marketing agency in the region.
“Retail today is globalized, digitized, polarized and increasingly personalized – and the shopper is in control. The launch of Labstore MENA offers an exciting new opportunity to make an impact where it really counts. Labstore MENA sits at the perfect intersection of Y&R’s core brands, which ensures that it will be highly strategic, creative and digital, and perfectly attuned to the challenges of the local retail environment,” says Jon Bird, global managing director, Labstore in a press statement.
“The launch of Labstore is key for our clients. There has been a real shift in the last few years for brands to embrace shopper marketing as much as consumer marketing and now more than ever, Y&R has the capability to help clients with both disciplines. We are delighted to have the team on board to build this business,” adds Nadine Ghossoub, managing director, Y&R Dubai.
Business director, Zaakesh Mulla, and executive creative director, Joseph Bihag, will lead Labstore MENA. The retail subsidiary is already well established in the local market with current clients including Coca-Cola, Colgate-Palmolive, Biddi.com, Chevron and Mall of the Emirates.
The team also recently launched the #WishUponACoke campaign. This was followed by a nationwide promotion, including a “Wish Booth” activation that saw the wishes of people from India, Pakistan and Philippines being granted by Coca-Cola and Labstore.
Labstore MENA’s launch is the latest in a string of openings around the world since Y&R consolidated its 20 shopper and retail capabilities under the Labstore banner in 2014. The retail arm now has a presence in Europe, Asia, Latin America, North America and South Africa.