The Multi-Award winning creative director joins the management team of the independent retail consultancy and will be responsible for the creative direction of four creative teams. He will play a crucial role in leading a team of 20, towards integrating their retail, direct and shopper marketing capabilities, whilst driving the growth of Liquid as a renewed and valued total Omni-commerce 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 Omni-commerce agencies around. I’m looking forward to delivering a fully integrated approach to marketing at retail that puts the shopper at the center of a seamless experience across all sales channels. The opportunity to work with some of the region’s best-loved brands, alongside some of the leading creative minds in the industry is something I am really looking forward to. As the e-commerce industry in the region grows at an exponential rate, I am delighted to be a part of the unique offering that Liquid brings – especially in integrating creativity with Omni-commerce 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”.