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HomeNEWSDean Cook departs Farmers for The Warehouse Group

Dean Cook departs Farmers for The Warehouse Group

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

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

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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.

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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”).  

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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. 

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

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

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

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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. 
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rnThis story originally appeared on StopPress.

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