Holland & Barrett kicks off relationship with Pablo as new Global CMO makes first appointment


Holland & Barrett has appointed Pablo as its creative and advertising lead.

The Shoreditch-based agency will be tasked with developing brand strategy and campaigns for the UK’s largest health-food retailer, which operates more than 1,100 stores globally including 800 in the UK and Ireland.

Pablo will report into Caroline Hipperson, who joins Holland & Barrett as its new global CMO from drinks brand Bacardi where she was global vice president.

Pablo’s multi-channel advertising brief is focused on communicating Holland & Barrett’s depth of staff knowledge and the unique health and wellness products they sell.

A first campaign is already being planned and is expected to go live this summer.

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”.

Hipperson said: “We have really enjoyed the journey so far with Pablo. They are 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”.

Alongside Hipperson, Pablo will also report into Emma Hobbs (Holland & Barrett’s Group Head of Brand and Marketing). They succeed FCB Inferno as lead creative agency who won the business in 2016.