Y&R Names Tim O'Sullivan Managing Director Labstore NA

Jon Bird, Global Managing Director of Labstore, the retail and shopper marketing network within WPP’s Y&R, has made his first key appointment in North America. Longtime Proctor & Gamble veteran Tim O'Sullivan has been tapped to oversee the network’s operations in the region as Managing Director.

Previously, O’Sullivan was VP, Managing Director CPG & Shopper Marketing at Bravo, also part of the Y&R Group. In his new role, he will continue to oversee shopper marketing for the U.S. Hispanic market shop, splitting his time between Y&R headquarters in New York and Miami, where Bravo is based. He will continue to also report into Eric Hoyt, President and CEO of Bravo.

O’Sullivan launched his career at P&G, where he spent 20 years building and leading teams in brand management and sales. While there, he helped launch dozens of new brands and products across the U.S. and Latin America.



He was instrumental in making Latin America the fastest-growing region for Pringles. In 2012, he launched the retail and shopper marketing capability at Bravo.

“Tim has an incredible background – a wealth of CPG experience from his years at P&G and an acute understanding of the shopper journey in both the general and U.S. Hispanic markets,” said Bird. “He has done wonders launching the shopper marketing capability at Bravo, and I can’t wait for him to do the same for Labstore in North America.”

Labstore originated in Spain in 2001, and was expanded in 2012 to six markets in Latin America. Bird was appointed Global Managing Director last year to oversee its launch as a global offering. It provides retail marketing strategy and execution across all retail touch points, including shopper research, insights and activation with a focus on integration of technology, according to the agency.

“There is tremendous momentum behind Labstore,” said O’Sullivan, “from new locations in Africa, the Middle East and Asia to award-winning ideas from Labstore network agencies in Australia and Latin America. I’m excited to join the team.” 

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