Wickes’ CMO Gary Kibble on challenging stereotypes and the importance of authenticity

// A full-scale marketing assault has seen Wickes taking the DIY sector by surprise

// Girls Aloud singer, Kimberley Walsh, was recently named as brand ambassador

At a time when everyone is embracing makeovers, it seems fitting that Wickes – traditionally perceived as a building trade brand – should be doing the same, as it positions itself as the go-to store for consumers looking to buy paint, tools and other DIY project essentials.

Wickes’ chief marketing and digital officer Gary Kibble takes us behind the scenes as a full-scale marketing assault sees the retailer challenging stereotypes and claiming market share.

Read the full story at Marketing Beat.

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