Wray Ward creates Insights Group

Home category veteran Leslie Gillock to lead new effort

Casual Living Staff -- Casual Living, 4/12/2012 9:49:37 AM

CHARLOTTE, NC — Marketing and communications agency Wray Ward has developed a new Insights Group that takes the agency's strategic planning model to an elevated level of developing creative solutions to engage consumers throughout every stage of their relationship with a brand. Home category marketing veteran Leslie Gillock has been named Insights Director and will lead the initiative, which is part of the agency's new approach to building and sustaining brands for today's consumer.
"Our enhanced approach to planning and the resulting development of an Insights group are an evolution of our process and ensure we are well prepared for the continuing changes in the marketing landscape," said Jennifer Appleby, president and chief creative officer of Wray Ward. "This Discovery phase of our new process sets the stage for a new method which will nourish ideation and activate brand experiences that engage consumers."
As Insights Director, Gillock, who has more than 25 years of experience in brand building and marketing, will lead the Discovery process to provide insights into client products and services and the motivators for target audiences.
"Leslie shares our passion for building smart, creative, enduring brands, and her innovative thinking and home category experience make her the ideal fit to lead our new Insights team. She brings many years of high-level experience in the home and related categories, targeting the types of consumers and channels that are essential to our clients," said Appleby..
Wray Ward serves clients including American Textile Company, Belgard Hardscapes, Duke Energy, Sunbrella fabrics, TUUCI umbrellas and VELUX skylights and has worked with companies and brands including Wamsutta and Springmaid, Hunter Douglas, Casa Fiora, BDI Furniture, Lowe's Home Improvement and Outdoor Living Brands.
Gillock served for 10 years as the vice president of brand management for home fashions leader Springs Global. While with Springs, she managed the company's Springmaid and Wamsutta brands, developed new brands, launched innovative products and forged licensing agreements and brand alliances with partners including Disney Resorts, kate spade and The National Sleep Foundation.
She also served for 20 years with Fruit of the Loom. As vice president of marketing for the billion-dollar marketer of underwear and active wear, Gillock oversaw marketing, design, merchandising and product development. She also was the company's director of marketing for its Daywear division.
"Today's consumer is empowered and hungry for relevant information, so it is increasingly critical that ideas targeting them are grounded in strategic, substantive thinking," Gillock said. "Our new Insights group positions us to more fully understand and connect with the target audience and ensures the desired customer experience and measurement plan are clearly defined from the onset.I am thrilled to be a part of this exciting evolution at Wray Ward," Gillock said.