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ASIA PACIFIC – Richard Nicoll has taken on the role of Chief Shopper Marketing Officer of Saatchi & Saatchi in Greater China, one of the world’s fastest growing and most diverse retail markets. Based in Hong Kong, Nicollwill develop ‘shopper’ and ‘go to market’ strategies for the agency’s roster of international and local clients. He reports directly to Michael Lee, CEO of Saatchi & Saatchi, Greater China.
Since last November, award-winning shopper marketing agency Saatchi & Saatchi X has merged with Saatchi & Saatchi Group in China and globally, as the agency positions itself to offer an even more highly integrated set of services.
Michael Lee said, “The move to integrate Saatchi & Saatchi X into our offices in Beijing, Shanghai, Guangzhou and Hong Kong has endowed the whole agency with the strongest shopper marketing capabilities and deepest experience. This unprecedented level of integration has allowed multi-disciplined teams to orchestrate the seamless transformation of consumers into shoppers, starting the moment a client briefing is received. There has already been a long history of cooperation in shopper marketing for a number of our major clients in China, which include Crest, Head & Shoulders, Lenovo and others. And we are now expanding this proven, integrated capability to a broader client base. Richard’s experience and expertise uniquely position him to bring the world’s most cutting-edge and effective shopper marketing practices to China and the Asian region, creating new opportunities for our clients.”
With twenty years of complete immersion in marketing and design for retail, Richard Nicoll has been a driving force behind Saatchi & Saatchi’s growth in shopper marketing for the past ten years. As a founding director of Saatchi & Saatchi X London, he led the team in pioneering shopper marketing solutions for brands, retailers and retail destinations. Before coming to Hong Kong, Richard served as managing director of Saatchi & Saatchi X Dubai, one of the first shopper marketing agencies in the MENA region, with a deep roster of FMCG and electronics clients, including Procter & Gamble, Kraft, Arla Foods, Nescafe, LG Electronics and Canon. In London, he also led the agency’s global work on Pampers in 2012.
Nicoll said, “It’s a truly exciting time to be in China, the retail landscape is changing daily as is the way Chinese Shoppers are buying. I’m delighted to be leading a new truly integrated capability which will reinvent Shopper Marketing here and help our client’s brands to become Lovemarks at retail and improve the shopping experiences and lives of Chinese shoppers wherever shop.”
