TBWA\ China focuses on shopper behaviour

TWBA’s Integer Group China has opened Insight & Strategy, a unit that focuses on shopper behaviour, drivers of behaviour and how to change consumer behaviour.Since its inception in 2007, Integer China has been servicing clients like Mars, Wrigley, Pepsi, Gillette, Michelin and adidas; it currently has offices in Shanghai, Guangzhou and Beijing.With the new division, Emmanuel Sabbagh will head the team as director of I&S from TBWA\Paris, where he has been servicing retail clients like McDonald’s, Michelin and Nissan.“Our clients are doing business in an increasingly multi-channel retail environment, said Mike Chou (pictured), 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.”