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.