Y&R introduces Latam Shopper Marketing unit Labstore

Young & Rubicam is uniting its shopper marketing capabilities in Latin America under the banner of Labstore, the name of a like unit in Madrid, the company announced. By the end of the year, new offices will be fully operational in Argentina, Brazil, Chile, Colombia, Mexico and Puerto Rico and will work hand-in-hand with the Latin America network of Y&R Advertising.

Labstore will have its own P&L and brand itself as a separate unit.  Y&R Latin America CEO Eddie Gonzalez discussed the rationale for the branding move and his growth expectations for the unit with Adweek. Gonzalez explained that Labstore was originated in Spain in 2011 with Spanish Telco giant Telefonica as one of its main clients. In other markets, Labstore also serves Colgate and Danone.  Labstore has about 300 employees which share offices with Y&R national Latin American offices. Each office wil have a lead shopper marketing expert.  Previously, this capability had different names in different countries. " For example, in Chile it was called Y&R Retail. Now we’re trying to integrate and consolidate the offering," Gonzalez noted. The main idea behind the integration is to share learnings and best practices.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.