Hong Kong - 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, Richard will 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.
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
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 P&G, Kraft, Arla
Foods, Nescafe, LG Electronics and Canon. In London, he also led the agency's
global work on Pampers in 2012.
Richard 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 they shop."