The Warehouse Group has announced two senior appointments with Andrew Berglund joining as executive creative director and Keryn McKenzie as head of group insights and data science.
Both will be working across the group for brands The Warehouse, Warehouse Stationery, Noel Leeming and Torpedo 7.
Berglund will be leading the group’s internal and external creative teams and agency relationships, and returns home from Amsterdam to do so. Most recently he was chief creative officer and founder of Human.International, based out of Amsterdam and Seoul.
Meanwhile, McKenzie will oversee a team of experts to deliver actionable analysis and insights to move the business forward. She too returns to New Zealand, having most recently worked as foresight and insights director at Tesco in the UK.
Chief marketing officer Jonathan Waecker says he is delighted to be bringing Kiwi talent back to New Zealand.
“Andrew and Keryn will play key roles in unleashing our brands and lifting our marketing and our customer experiences with best-in-class insights, data and creative rigour.
“We’re really excited about creating experiences that matter to our customers, our employees and our business, across our 253 stores,” he says.
The appointments follows The Warehouse Group kicking off a search earlier this year for a single media partner to work across all of its brands. The move will see the company move from working with six different media agencies to one in an effort to unify its approach to media, attribution and measurement. StopPress is unaware of any agency appointment.
“The [existing] structure has not allowed media agencies to do their best," said Waecker about moving to a single media partner. “We need to change our behaviour to enable them to do their best.”
The group will continue to work with multiple creative agencies across its range of brands as each has its own identity.
At the time, Waecker also spoke of the decision to appoint an ECD, saying he was excited by the potential to take a look at what each brand means to New Zealand and bring that culture into the creative.
To do that, Berglund will be calling on his experience from his most recent position as well as that from his role as global executive creative director at WPP Group. He’s also led Samsung’s in-house creative agency Cheil Worldwide and has delivered retail-focused solutions for other clients such as Yum! Brands, Google, Intel, Absolut and BMW.
“My career has involved weaving brands into the fabric of now, particularly through new and emerging connected digital retail experiences and online channels, seeding ideas that inspire a social movement. I’m excited about delivering for the future of The Warehouse Group and can’t wait to get started,” says Berglund.
McKenzie also has a career to call on, including roles as director of digital and customer intelligence at The Body Shop International, and consumer and market insight director at L’Oreal UK and Ireland.
Waecker says McKenzie’s experience is “extensive and exemplary” both in the retail industry internationally, and in the fields of market research and data science.
“Keryn will lead cross-functional teams and partners to create and execute highly engaging, integrated insights and data science deliverables across the complete portfolio of The Warehouse Group brands and categories,” says Waecker.
Berglund starts with The Warehouse Group on 4 April, and McKenzie on 28 May.