Former VCCP and Clemenger boss Andrew Holt launches advertising and marketing consultancy
Marketing veteran Andrew Holt, former CEO of VCCP and General Manager of Clemenger BBDO Wellington and Sydney, has launched a marketing consultancy that provides strategic advice to help companies reach the full potential of their brands and achieve greater sales growth .
Holt has worked for some of the largest creative agencies in the UK, Australia and New Zealand in a career spanning more than 20 years.
He started The Whole Picture to challenge the “marketing myopia” that has made the industry increasingly tactical and communication-oriented.
“The brand is the most powerful commercial tool any company can use, and yet many fail to realize its full potential,” says Holt.
“Too often, brand is viewed as a cost rather than a fundamental driver of business growth. As marketing becomes more complex and marketers are drawn in many directions, this is all too easily new for the company’s short term agenda or novelty to distract from building the brand in a holistic 360 degree way. “
Holt has developed a Whole Brand Scorecard and Whole Thinking Process to put a strategic spotlight on business and brand challenges from four different perspectives.
In a “collaborative consulting” approach, the focus is on gaining actionable insights that involve the entire company in branding.
“The big picture was designed to help marketers step back and look at the entire brand ecosystem to ultimately create greater value for customers, stakeholders and the wider community,” says Holt.
The Whole Picture is currently working with the Adelaide-based BusTech Group, which is driving Australia’s transition to zero-emission local transport, and Brabham Automotive, maker of the first Australian supercar.
Holt has worked with innovative companies and challenger brands such as Compare The Market, Cadbury, ING, Foxtel, Vodafone, the New Zealand Post and Air New Zealand during his long career in advertising.
For more than two years he managed the Australian operations of the independent network VCCP, headquartered in the UK, and worked for BBDO agencies across Australasia, initially as Business Director at Colenso BBDO in Auckland before being promoted to Managing Director of Clemenger BBDO Wellington.
After returning to Australia in 2015, he was promoted to MD of Clemenger BBDO Sydney and has also worked at Saatchi & Saatchi, Lowe Hunt and DDB.
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