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”.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.