Wickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
By Molly Innes
Faced with staring at the same four walls, day in day out, it’s no surprise the world went “home-improvements crazy” under lockdown, says Wickes chief marketing and digital officer Gary Kibble.
A retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
Wickes, the home improvement retailer, is launching its first television ad in almost ten years. The six executions forms part of its 15m marketing investment for next year to promote awareness and increase its share of the market.
Despite facing 10 months of Covid-enforced closure, PureGym claims adversity has made the business stronger and clarified its purpose as a “health brand”.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.