GAB Professional Solutions, the training and innovation arm of GAB, has appointed the agency LAB as their lead brand communications agency.
LAB will be taking on brand strategy, creative and PR duties for GABPS.
GABPS is an initiative that focuses on training F&B industry professionals to provide value-added services.
The GABPS Academy is a training platform provided for GAB trade partners where front-line staff are trained in product knowledge as well as techniques to provide exceptional product quality to the consumer. GABPS Consultancy, another GABPS product, focuses on empowering GAB outlets with innovative beverage formulation techniques.
Manager Keith Nair said, "We needed to ensure that the appointed agency will be capable of delivering exceptional results for GABPS. LAB showcased a skill-set with the potential to help GABPS develop a resilient brand architecture as well as innovative brand management approaches that were bottom-line driven. We are confident that LAB will add value and provide valuable insight to drive GABPS to greater heights."
LAB is a home-grown boutique brand consultancy. Andrew Yong, group executive director said, "We are extremely excited about this appointment and believe that this is a leading example of innovation in the beverage industry."