Warehouse Group boosts its ad division (updated)

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The Warehouse Group has taken a further step towards fully fledged ad agency status with two senior appointments – Andrew Berglund as executive creative director and Keryn McKenzie as head of group insights & data science, working across the group for brands The Warehouse, Warehouse Stationery, Noel Leeming and Torpedo 7. 

Andrew Berglund is coming home to New Zealand from Amsterdam, where he worked in the comms business for some years, to lead The Warehouse Group’s internal and external creative teams and agency relationships. Keryn McKenzie is also returning from the UK where she was most recently foresight and insights director with Tesco.

She will lead the brand, customer and commercial insights and data science capabilities for the group.

Chief marketing officer Jonathan Waecker says he is delighted to be bringing world-class 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,” he said.

“We’re really excited about creating experiences that matter to our customers, our employees and our business, across our 253 stores.”

CMO Jonathan Waecker is delighted to be bringing world-class Kiwi talent back to New Zealand.

Andrew Berglund was most recently chief creative officer and founder of Human.International, based out of Amsterdam and Seoul. Prior to founding his own digital experience agency, he held award-winning roles as Global ECD at WPP Group, 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,” Berglund said. “I’m excited about delivering for the future of The Warehouse Group and can’t wait to get started.”

Market research and data science expert Keryn McKenzie comes to The Warehouse Group from Tesco, one of the largest retailers in the world.  She was previously director of digital and customer intelligence at The Body Shop International, and consumer and market insight director at L’Oreal UK and Ireland.

Jonathan Waecker says Keryn’s experience is ‘extensive and exemplary’ both in the retail industry internationally, and in the fields of market research and data science. In this newly created role, she will oversee a team of experts to deliver actionable analysis and insights to move the business forward.

“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,” said Waecker.

Berglund starts with The Warehouse Group on 4 April, and Keryn McKenzie on Monday 28 May.

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