Gary Brooks joins KHWS to lead creative department

Former WDMP creative chief Gary Brooks has joined KHWS as creative director to develop the agency’s proposition and support its ambitious growth targets.
Brooks brings over 20 years’ industry experience to the agency and will be focusing on lifting its creative ambitions. Leading the agency’s output, he will play an important role in taking KHWS’s brand commerce clarity planning model to the next level.
His remit includes developing the agency’s creative and boosting its overall strategy to directly support new business.
Brooks joins the agency following a period as a creative consultant. Prior to this he was creative director at WDMP but left just before Mike Cavers joined. He has also held positions at OgilvyAction, Arc Worldwide and OgilvyOne.
Set up in 1993, KHWS’ “brand commerce” approach combines its research project with Durham University, with technology and creative. Its clients include Samsung, ExxonMobil, Estee Lauder, Tesco, Heathrow Express, Mars and Ask Italian.
Brooks will be a key part in the drive towards ensuring that campaigns are practical and have a tangible, positive impact on clients’ bottom lines.
Brooks said: “Having spent my career moving between network and independent agencies – and for a period working as a creative consultant directly for clients – I’ve recognised the potential of brand commerce to alter the marketing landscape for brands.
“Much of marketing is based upon behavioural science, but it’s not necessarily labelled as such. Brand commerce is particularly interesting as it helps brands and retailers understand the why behind the decision-making process, not just the how. I am looking forward to being able to develop this approach with a creative strategy that will allow us to deliver outstanding and effective work for existing and new clients.”
KHWS founding partner Andrew Watts added: “Gary’s breadth of experience across direct, CRM, shopper and activation agencies, and his time as a freelancer, means that he brings with him a wealth of knowledge that will be invaluable to KHWS. Gary’s strategic and creative approach, coupled with the research we are conducting with Durham will enable the agency to combine ambitious innovation with aesthetics and UX.”