1. GARY WICKS PORTFOLIO
Brand Architect, Experiential Planner, Creative Director
‘Welcome, come in,
I like guests, read and enjoy,
and maybe we’ll talk’
2. ‘To raise new questions, new possibilities, to regard old
problems from a new angle, requires creative imagination and
marks real advance in science.’
Albert Einstein
3. GARY WICKS PORTFOLIO
COMPLETE THINKING
Starting with the BBC and being a producer for both the Athens
Olympics and Live Aid - I had the good fortune to meet and work with
a Team form Jack Mortons - suddenly my epiphany moment was when I
realised I was more interested in the strategy to create an experience
than deliver it.
I’ve never looked back no delivery, but a strategist who wants to take a
brand and make it stand up and shout or been seen or heard.
So this may require thought leadership, senior leader leadership,
workshops, modern means of communication, experiential, brand build
but... first I listen... to you... what do you want the brand to achieve.
So don’t ask me to put up lighting – but ask me ‘I want my brand to
have more impact - how?’ - Trust me - we can do it - we have a huge
box of toys to give impact.
4. GARY WICKS PORTFOLIO
MY EXPERIENCE
DISCOVER PLAN INNOVATE ACTIVATE OPTIMIZE
My experience is based on listening and working with some big brains.
Now I spend a lot of time passing on what I’ve learnt. It’s based around
the early stages of building the solution.
It’s down to the magic five.
Some may say ‘WHAT’? but it works for me. Discover the objectives and
a deep dive into the brand. Plan your solution and explore you options.
Be bold, take risks innovate. Have the guts to make it work, convince the
stakeholder and brief the delivery team to create impact. See it come
alive with activation and then measure - what is success going to look
like.
5. GARY WICKS PORTFOLIO
WHAT CAN I DO FOR YOU?
You call it - as long as it’s not 5am in the morning seeing a
rig being installed.
But...
If you need some strategic planning for your brand - you can call at
5am - I’m no genius but can take your project and shake it right up so
the shake down shows us where we need to focus to make your project
shout out - and I have the menu for you to choice from - thinking or
live - we’ll get it right and you’ll see success in action.
QATAR AIR REBRAND AND JOINING WORLD ALLIANCE
6. GARY WICKS PORTFOLIO
MY APPROACH
All creative have their ‘toolkit’ to create brand solution.
This is mine.
The journey:
DISCOVER PLAN INNOVATE ACTIVATE OPTIMIZE
With that planning I then can create with Brand mission and vision.
Its touchpoints, the Battlefield (the brand’s competitors) framing the
business opportunity, a Brand Audi, and think like the CEO - what
does he want from the highest goals. And finally creating the brand
experience - based on engagement, brand love and then ‘Action’
A bit wordy but it works for brands such as Pepsi, Nokia, M&S, BMW,
Rolls-Royce and Qatar Air.
7. GARY WICKS PORTFOLIO
SO WHAT AREAS DO I KNOW BEST
First: Pharma
Parma is a vast industry, but it has rules. I have launched many new
drugs, Bi-Polar, Drug thinning, and Breast Cancer - every country has
different means of entry and emerging markets are the holy grail for all
Pharma companies.
The highlight for me was being charged with a complete brand re-fresh
for thesecond largest pharma company in the world, Astra Zeneca.
It took endless conference calls creating a two day senior leadership
event for the top 300 AZ territory managers in London.
They were going to move away from some drugs
such as cancer and HIV, create centers of excellence, and focus on new
areas such as dementia.
A huge responsibility, but it paid off, the senior leaders left London as
brand ambassadors and now getting it.
8. GARY WICKS PORTFOLIO
AUTOMOTIVE
Another huge industry major area of experiences is Automotive. I have
had the pleasure of launching many vehicles over many years.
I’ve also taken on interesting projects such as reposition the Quattro
And re-brand the forecourt activity for Vauxhall to make them more
interactive and telling a story
RE-DESIGN AND RE-FOCUS FOR VAUXHALL SHOWROOMSRE-DESIGN AND RE-FOCUS FOR VAUXHALL SHOWROOMS
RE-DESIGN AND RE-FOCUS FOR VAUXHALL SHOWROOMS
RE-FOCUS ON THE QUATTRO BRAND
VAUXHALL NEW SHOWROOM CAD TO BE MORE FAMILY INTERACTIVE
9. GARY WICKS PORTFOLIO
TELECOMS
Joining Jack Mortons completely changed my thinking of experiences.
I immediately joined the Nokia creative team. I soon became the
Creative Director of the team responsible for all launches. During this
time a launched 7 new brands for Nokia in two years. Some in
a spectacular way.
It was with working in Telecoms I’m often called to look at various
projects. Such as the launch of ee after two heavyweights came together
to become one – Orange and T mobile.
In Hong Kong I launched the first 4 core at the WMC in Barcelona
It was all based around the word ‘Four’.
NOKIA LUNMIA LAUNCH - AR SCREENS MILBANK/EMBANKMENT
NOKIA LUNMIA LAUNCH - AR SCREENS MILBANK/EMBANKMENT
LAUNCH OF THE NOKIA 85
HUAWEI 4CORE LAUNCH SET BASED ON ‘FOUR’ HUAWEI 4CORE LAUNCH SET BASED ON ‘FOUR’
HUAWEI 4CORE LAUNCH SET BASED ON ‘FOUR’
10. FMCG
Nothing is more pleasing than working on brand projects with
household names knowing you been given a brand to re-think it’s
positioning Such as Coke, Pepsi and M&S.
In Dubai I was given the project of taking Pepsi and creating a new
iconic building which would carry the Pepsi name.
The Pepsi experience and Dome is now slated to be built in 2017.
4CORE STAND DESIGN
STRATEGIC THINKING FOR PEPSI IN THE UAE STRATEGIC THINKING FOR PEPSI IN THE UAE
STRATEGIC THINKING FOR PEPSI IN THE UAE
GARY WICKS PORTFOLIO
11. WOW
Although a strategic thinking I’ve still been involved in some
spectacular events.
For Peroni I placed screens at key locations in London.
For the Royal Navy I completely changed their recruitment to be more
interactive and accessible. For Nokia the Milbank AR experience.
Some award winning VT’s
Various pharma Roadshows and Mall pop-up’s
Without doubt working with the F1 team and Red Bull has provided some
amazing experiences - Bernie Eccelstone said
‘Red Bull provide the best experiences bar none in the season’
GARY WICKS PORTFOLIO
12. BRAND ARCHITECTURE
Another trendy title or does it mean something?
Anyone can do an event. Some lights, some staging, a cheese sandwich
and good senior management to capture an audience and make them
believe.
But that’s the intelligence. I deep dive into the brand, take on board
what the stakeholders require and creative the strategy to achieve.
Success for me is creating Brand Ambassadors that believe the brand
has a story to tell. Then I know my involvement is positive and I’ve had
value to the process.
But it itself has a process which you have to understand to maximise
the brand immersion.
A brand Audit, the Battlefield, a touchpoint analysis, hooks and barriers,
and think like the CEO - what is the opportunity brief to take the brand
to its highest goals.
And it works, look at the work I did with the Royal Navy, the Army, Qatar
Air, Pepsi and M&S.
Increasing a Brand’s potency is an art and not easy - it needs a unique
eye to get it right, which is never a guarantee - that’s the fun - getting it
right!
GARY WICKS PORTFOLIO
QATAR AIR - REBRAND
QATAR AIR - REBRAND
LAUNCH OF ETIHAD RAIL - 1ST TRANS-GULF RAIL NETWORK
MINI COOPER CAR LAUNCH
RN RECRUITMENT PROGRAMME
13. EXPERIENTIAL PLANNING
Or should the question be: what do you want it to achieve
An event has to be an ‘Experience’ conference, launch, and senior
leadership - whatever. It must ‘work’ for the brand or to enhance the
brand.
Take Lumia and Nokia after the discovery stage to create the experience
we realised the target market and it’s achievables to get traction and
impact via all new sources.
The Milbank AR screens worked and brought the Embankment to a
standstill.
The same effect via the Hewuai 4core Launch. Linking for nightclubs and
mixing via the handset - media graffiti in 4 Barca main stations again
got huge traction.
And all the F1 Red Bull activity worked - linking all Handsets to the du
stores, having Smack Attack walls in all Fitness first in the UAE and
a free 3 min workout sent to mobiles using the F1 team drivers really
touched buttons and we repeated them all over the world
And the first ever AR walls along main freeways where you raced the
team drivers - mental and stacks of traction.
GARY WICKS PORTFOLIO
NOKIA MILBANK LAUNCH ARIEL DANCE - LAUNCH OF THE BERG KALEFIA
NOKIA MILBANK VISUAL EXPERIENCEBLACKBERRY INTERACTIVE STAND (WALK)
14. GARY WICKS PORTFOLIO
CREATIVE DIRECTION
Easy it’s what I do.
But nothing pleases me more than working with young creative teams
and see them grow in skills and their own process to make things come
alive and really change behaviours.
LAUNCH OF BURJ KHALIFA LAUNCH OF BURJ KHALIFAHUAWEI LAUNCH - MADRID
QATAR AIR - REBRAND STRATEGIC THINKING FOR PEPSI IN THE UAE
15. HEAD OF CREATIVE
• EE - (The brand launch of T-Mobile and Orange)
• Legartum - UEA
• Abu Dhabi Ministries - Sport and Technology
• du (Telecoms - Gulf )
• Tata - Indian multi-national company
• Doha World Cup
• Doha Football Villages
• Qatar Film Festival
• Disney (Hong Kong)
• Hong Kong Rugby 7’s 1st & 2nd best designed boxes
• EA - (EMEA) games launches in Frankfurt and Cologne
• ‘Make it ion Britain’ to accompany the 2012 Olympics
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GARY WICKS PORTFOLIO
Creative/Brand Solution
