Holland & Barrett hires Barcardi's Caroline Hipperson as CMO, Pablo to lead creative

Holland & Barrett hires Barcardi's Caroline Hipperson as CMO, Pablo to lead creative

Holland & Barrett has hired Bacardi global vice president Caroline Hipperson as its new global chief marketing officer.

Immediately as the hire was announced the health-food retailer also announced that it has embraced Pablo agency to lead creative and advertising.

The agency answers directly to newly installed Hipperson, working out of its HQ in Shoreditch, looking to drive footfall to the brand's 1,100 stores. Quick off the mark, Pablo will turn around a summer campaign for H&B. The agency replaces FCB Inferno as lead creative agency.

Hipperson said: "We have really enjoyed the journey so far with Pablo. It is an exciting agency with their feet firmly on the ground, going to great lengths to get really under the skin of our business. At Holland & Barrett we really care about helping people live a healthy and happy life and treading light on the earth while doing so. We believe Pablo is an agency that genuinely shares our brand values and vision."

Kirstin Ross-MacLeod, Pablo’s joint head of account management, said: “Health and wellness is a crucial aim for everyone and Holland & Barrett have an overwhelming opportunity to support people on their journey to leading a happier and healthier life. From our short time working with the brand we can already sense it’s an amazing business and a sleeping giant. We are very excited about helping them tell their story."

Pablo will report into Hipperson and Emma Hobbs, Holland & Barrett’s group head of brand and marketing.

Outlining it's existing agency relationships, H&B works with Carat Manchester on media buying, Pegasus on integrated communications, River for content, SP on point of sale, Creative Backlash on experiential and Meet & Potato handles event production.

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