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Dean Cook departs Farmers for The Warehouse Group

  • Who's Where
  • January 22, 2018
  • Sarah Dunn
Dean Cook departs Farmers for The Warehouse Group

Farmers' long-time head of marketing Dean Cook has left to join The Warehouse Group.

UPDATE: On 1 March he will be taking up the role of general manager of marketing for the Noel Leeming Torpedo 7 Group after 12 with the Farmers Trading Company.

It was his second stint with the company after holding advertising and marketing roles at DEKA from 1992 to 1993, and then advertising manager and marketing manager – retail and card roles at Farmers until 2001 (according to Wikipedia, "the DEKA chain closed in July 2001 after financial difficulty in competing with The Warehouse discount stores").  

It's not known what his role will be, but it's thought Cook will be working across Torpedo 7 and a few other Warehouse Group brands. StopPress has since been in touch with The Warehouse Group and Farmers for further details and will update the story accordingly when we hear back. 

Cook’s departure from Farmers came after he appointed FCB to evolve the brand strategy, beginning with an emotional Christmas campaign.

At the time of FCB’s appointment, Cook said it’s a very important stage in the evolution of the company's marketing (while moving a lot of its production in-house in recent years, it also works closely with .99). 

“We want to reinforce the role Farmers plays in numerous moments throughout New Zealanders’ lives, and has played for over 100 years."

One of Cook's major projects was the launch of the Farmers Club Card in 2011, which involved two years of strategic development. 

Farmers, which is owned by the Norman family, has over 50 stores across the county and, according to Nielsen, which calculates ratecard spend, it spent $34 million on advertising between October 2016 and September 2017. That was up from $26 million during the same period in 2015. 

This story originally appeared on StopPress.

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