Marketing Society Awards for Excellence 2011: Young Marketer of the year

Rebecca Brock
Rebecca Brock

WINNER Rebecca Brock (Brand controller, Homebase)

When Rebecca Brock joined Homebase as brand controller in 2009, it was facing significant challenges. Overshadowed by major competitor B&Q, it was being overlooked by consumers who perceived the brand as expensive and offering a limited range of goods.

Last year Brock, who is responsible for brand strategy, customer communication and design, put Homebase squarely on the path to recovery with an integrated campaign that not only changed customer perceptions of the brand, but also perceptions within the company toward the merits of brand-led marketing.

The drive, entitled 'Transform the nation', was a huge undertaking that demanded a significant sea change for the business, by diverting budget away from the proven success of its price and promotion focus, to brand activity.

It also involved Homebase's first use of Facebook, experiential, blogger outreach and media partnerships. Brock not only won management buy-in to this directional shift, but also developed and delivered the campaign in just five months.

Customer research had revealed that consumers lacked confidence in their own ability to design a room. So, to position Homebase as the brand to turn to for help, over Easter last year Brock's team transformed Carlisle railway station, creating an eye-catching garden and kitchen, and painting a bridge. The team filmed people's responses for a TV ad, with Brock then taking the campaign through the line to engage people more deeply across multiple touchpoints.

As well as using Facebook and blogger outreach, activity included tie-ups with The Mail on Sunday and the Living, Dave and Home channels, which ran a three-month campaign asking people to nominate somewhere to be transformed by the brand.

Homebase's transformation of the winning location, Acorns Children's Hospice in Walsall, was filmed and shown on the channels.

The campaign triggered a consumer reappraisal of Homebase, repositioning it as a place with a great product range that is full of ideas for the home.

It became the brand's most effective to date, delivering the highest ROI for an Easter peak campaign and driving incremental value of 12% compared with 2009. The icing on the cake was that the ad came 11th in ITV's viewer-nominated Top 20 Adverts of 2010.

The campaign's success also changed attitudes within the organisation, with trading directors talking about the need to tell stories other than just price and promotion, and senior managers more confident about using non-traditional media channels.

It is testament to Brock's standing that she was subsequently entrusted with leading a review of the 2011 marketing budget.


Gurdeep Loyal (Innocent Kids brand manager, Innocent Drinks)

Sponsored by Unilever


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug