ANDREA MOORE
MAKE PEOPLE CARE
I've always been curious about what our choice of brands says about us.I've spent my career understanding what drives behaviour, spotting the opportunity and turning it into distinctive brands, ideas and experiences. I use insight and data, instinct and imagination. And I'm prepared to back an idea when I believe in it.I've been a custodian of brands including Levi's, Dr. Martens, Mothercare, Molton Brown and Chilly's. My job has always been to leave them stronger for the next person to take on.I set high expectations, give talented people the trust and tools to do brilliant work, and create teams where people challenge each other, try things and enjoy what they're doing.I like ambitious ideas made simple. And brilliant work that works.Fellow of the Chartered Institute of Marketing, CIM mentor and MiniMBA alumnus. My work has been recognised by D&AD, Retail Week and WGSN.
Leaf-blown hair and photo by Rankin.
CHILLY'S
SERIES 3
Build a distinctive lifestyle brand in a category defined by function.
SERIES 3 FLIP
JOHN LEWIS — SHOP IN SHOP CONCEPT
PAPERBOY — PARIS COLLABORATION
LONDON FASHION WEEK
CHOPOVA LOWENA & CHARLIE CONSTANTINOU COLLABORATIONS
BIG MOUTH x BLANK WALLS
FESTIVE CAMPAIGN
MOTHERCARE
Elevate from traditional and discount-led, to contemporary and globally relevant.
HONG KONG
LEE GARDENS NEW STORE CONCEPT
NEA SMYRNI
ATHENS STORE REFRESH
MOLTON BROWN
Celebrate the brand's colour, fragrance and London roots. Be less brown.
LEVI'S UK
Reverse 7 years of declining sales. Recruit youth. Celebrate London creatives.
REGENT SREET FLAGSHIP
MY BELIEFS
1. The consumer comes first. Always.
Understand who you're trying to reach, what matters to them and why they should care before deciding what you want to say or do.2. Marketing is not the colouring-in department.
Marketing is a growth driver worth investing in, and should influence product, price, place and promotion, not just communications.3. Strategy before tactics.
Diagnose the problem, define the brand and positioning, then decide the tactics, investment and measures of success.4. One size doesn't fit all.
Be consistent about what the brand stands for, but understand the consumer, culture and context of each market and position it accordingly.5. Great work needs the right conditions.
Killer briefs, clear direction and proper investment create the conditions for creative brilliance. Good work ain’t cheap, cheap work ain’t good.6. Great people build great brands.
Nurture talent, build strong teams and give people the support and tools to succeed. Then empower and trust them to deliver.7. Build, measure, learn. Repeat.
Be consistent enough to build the brand over time, measure activity against the job it was designed to do, and keep experimenting. Remember that not everything will work.
Creative credits to Waste Studios, Third Horizon Studios, Not So Secret, Display Creatives, Bea Hurst and Damian Weilers, Blank Walls, Checkland Kindleysides, Exposure, BBH and my awesome teams everywhere I've worked.