Dubai, UAE: Liquid Omnicommerce, an independent and pioneering end-to-end retail consultancy, has strengthened its management team with the appointment of Richard Nicoll as its new Chief Commerce Officer and Managing Director.

Richard joins Liquid from Publicis Communications in Asia, where he was Chief Shopper Marketing Officer. He has also held leadership roles at Saatchi & Saatchi in London and Hong Kong.

He was latterly responsible for building the regional shopper marketing capability for Publicis Communications (Saatchi & Saatchi, Leo Burnett, Publicis WW) across Asia as well as leading the Groupe’s business with P&G in South China.

Richard will play a strategic role in driving the growth of Liquid as a renewed and valued total

omnicommerce enterprise in the region, with a focus on enhancing the agency offering, structuring agency capability and striking the right balance and focus between online and offline shopper marketing. He will also focus on building partnerships to leverage data to create effective in-store shopper strategies for clients as well as meeting the aspirations of shoppers for more personal and tailored experiences

A trailblazer in marketing and retail with extensive global experience, Richard works at the meeting point of communication and commerce and is recognised as an industry thought leader and passionate advocate for ideas. He is also credited with establishing and building to scale the first dedicated Shopper Marketing Agency in MENA Region (Saatchi & Saatchi X) as its Managing Director from 2009-2012.

Richard is also a Board Member of Shop! Greater China, the industry body dedicated to promoting excellence at POP/ Retail.

Originally trained as a designer in the UK, Richard has been immersed in global retail for over 25 years, with experience firmly rooted in creative strategy, brand building, commerce planning and business leadership

Regarding his new role, Richard said: “It’s hugely exciting to be back in a region where shopping is so important and where communication at commerce is taken so seriously! And I’m delighted to join Liquid as they are the most exciting, fastest growing and truly omnicommerce agency I’ve come across anywhere in the past few years. As the retail ecosystem expands here, the distinctive offering that Liquid brings – data driven understanding combined with creativity to solve business issues in retail – will definitely enable us to add more value to our clients and their customers.”

Sachinn J Laala, Founder and Chief Everything Officer at Liquid Omnicommerce, said: “We are honoured to welcome Richard to our team, with his incredible experience of building successful businesses in global communication networks. A true visionary in shopper marketing, his breadth of expertise in shaping dynamic, creative and highly successful omni commerce strategies will power the growth of Liquid. He is THE real pioneer of shopper marketing in the UAE, and now as he returns, with a wealth of experience in highly competitive global markets, the insights he will bring will benefit our clients tremendously.”

Since its launch two years ago in Dubai, Liquid Omnicommerce has grown to an agency of over 40 specialists and evolved as a prime driver of omni commerce in the region by delivering market-winning brand intelligence. Richard will further accelerate the growth of Liquid as a premier advocate for creativity in commerce as well as inspire clients on the untapped potential of omni commerce.


About Liquid Omnicommerce: 

Liquid, based in Dubai and with offices in KSA and India, are the Middle East’s first independent agency fully dedicated to shopper marketing and ecommerce.

Omnicommerce is what we call our integrated approach to marketing at retail.

An approach that puts the shopper at the centre of a seamless experience across all sales channels.

Put simply, Liquid provides strategies, solutions and creative ideas that ensure that whenever and wherever shoppers shop, in-store, online, on a mobile device or even on social media, it’s all connected and works together to help make the purchase happen.

Contact information
Adil Elaouad          

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