The Warehouse Group (TWG), one of New Zealand’s largest retailers, was struggling to keep pace with the rapid changes in the marketing ecosystem.

Jonathan Waecker, CMO of TWG, highlighted a number of challenges that the Auckland, New Zealand-based enterprise was facing:

Tradition

For TWG’s retail business, there was a distinct marketing rhythm with direct mailers and tactical ads being used to get a sense of consumer trends on a weekly cycle.

The brand-building rhythm, in turn, was marked by a “desire to position what each of our brands means to customers [in the] long term,” Waecker told delegates at Advertising Week APAC 2019, a conference held in Sydney, Australia.

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Jonathan Waecker, CMO, TWG

“You have this entire world of real-time performance marketing that we weren't even scratching the surface on, at least not at the level that we wanted to.”

Silos