ASIA-PACIFIC – CHINA, APRIL 26, 2013 – The Integer Group in has launched its new Insight & Strategy (I&S) division, a dedicated unit focused on understanding shopper behavior, drivers of behavior and how to change consumer behavior to benefit clients.
Emmanuel Sabbagh leads the I&S team as director. He comes aboard from TBWA\Paris where he led strategy posts servicing retail clients such as McDonald’s, Michelin and Nissan. He is a graduate of the Shanghai University of Finance and Economics (SUFE).
As director, Sabbagh will help build the I&S division for Integer China and lead integrated strategy for Integer and TBWA\Shanghai’s joint Michelin business.
“Our clients are doing business in an increasingly multi-channel retail environment, said Mike Chou, managing director of Integer China. “With I&S we have a deeper, more disciplined approach in examining behaviors and excavating insights to help us develop smarter shopper programs and yield better results.”
Sabbagh added, “To succeed, brands must capture shoppers before they enter the store and activate all drivers along their journey to influence purchase decisions.”
“Building and fostering the I&S discipline will be key to Integer becoming the most iconic retail and shopper marketing agency in China,” said Ian Thubron, president of TBWA\Greater China.
