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Liquid Retail, an independent end-to-end retail consultancy, has strengthened its management team with the appointment of Sergey Golubovsky as its new Creative Director.

Sergey joins Liquid Retail from Integer (TBWA group) in Moscow, where he held the position of Creative Director for almost four years. He has also held a leadership role with Geometry Global following previous stints with G2 Moscow and Leo Burnett Group. Throughout his career, he has been responsible for developing award winning creative ideas for integrated marketing campaigns, shopper marketing and innovative digital solutions.

In his new role, Sergey will be responsible for the creative direction of four creative teams, and play a crucial role in leading a team of over 20 towards integrating their retail, direct and shopper marketing capabilities, whilst driving the growth of Liquid as a renewed and valued total omnicommerce enterprise in the region.

A stalwart of the advertising industry Sergey has over 20 years of experience within a variety of creative roles, with key competencies firmly rooted in brand development, advertising and creative strategy. He has been recognised for his creative expertise on a number of occasions throughout his career, and has been the recipient of a host of awards, namely the Golden Hammer, Effie Awards Russia, Golden Drum, Red Apple and Epica Awards.

Regarding his new role, Sergey said: “I am incredibly pleased to join one of the most exciting and fastest growing omnicommerce agencies around. I’m looking forward to delivering a fully integrated approach to marketing at retail that puts the shopper at the centre of a seamless experience across all sales channels. The opportunity to work with some of the regions best loved brands, alongside some of the leading creative minds in the industry is something I am really looking forward to. As the ecommerce industry in the region grows at an exponential rate, I am delighted to be part of the unique offering that Liquid brings – especially in integrating creativity with omnicommerce and shopper experiences.”

Sachinn J Laala, Founder and Chief Everything Officer at Liquid Retail, said: “We are thrilled to welcome Sergey to the team with his wealth of experience in delivering award-winning creative campaigns for a multitude of world-famous brands. A true creative, Sergey’s expertise in shaping dynamic and creative campaigns will complement the growth of Liquid Retail. We want to ensure that we attract talent and diversity in line with our clients’ needs, and with Sergey’s proven track record, we are proud to say we have one of the most talented and experienced teams in the industry”.

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