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:
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.
“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.”