Former VMLY&R regional head of retail, Danny Lattouf, joins The General Store as chief strategy officer

After departing VMLY&R earlier this month, Danny Lattouf has joined The General Store as partner and chief strategy officer.

Lattouf’s role comes as the agency looks to move into a new stage of growth. He will be working alongside CEO Matt Newell and general manager Maddie Livesey with the goal of driving the agency’s retail portfolio.

The General Store CEO Matt Newell and new chief strategy officer Danny Lattouf

Lattouf spent five years at VMLY&R, joining in 2015 as managing director of its Ideaworks business. In 2017 he became regional head of retail, working across Australia and New Zealand.

Lattouf’s retail experience also spans four years at Microsoft, leaving as head of channel marketing, and almost two years at Iris as global account director.

Newell commented that Lattouf would bring thought leadership and passion to the agency.

“We’ve had a couple of years of strong growth, so it’s a good time to bring more thought leadership into the business. I’m focused on making sure The General Store continues to deliver unparalleled insights and innovation to retailers in the region,” Newell said.

“Danny’s got an infectious passion for retail and a unique ability to lead teams across multi-disciplinary projects. He’s exactly the kind of talent that future-focused retailers are looking for.”

Lattouf said he was excited to start this next chapter.

“Over the years, I’ve been humbled to work with some incredible people, partners and clients. Fortunate to live my passion to deliver memorable retail connections and experiences for some of the world’s best brands and retailers,” Lattouf said.

“I could not be more thrilled with this next chapter. The General Store advise some of the most innovative retailers in the country. I’m looking forward to working with Matt and The General Store team to do something really special. As a team, we’re very excited.”

The General Store is currently Mumbrella’s Specialist Agency of the Year. It’s client list includes The Iconic, Freedom, Allianz, Supercheap Auto, Marley Spoon and Hamilton Island.


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