Gill Kingston Creative Markerting and Digital Strategy Director | The Dots

Gill Kingston

Creative Markerting and Digital Strategy DirectorSydney, Australia
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Gill Kingston

Creative Markerting and Digital Strategy DirectorSydney, Australia
About me
Multi-discipline creative brand communications across premium lifestyle, sports , fashion retail companies and creative communications agencies for dynamic super-brands and their challengers. In recent years I have absolutely loved kickstarting a role as women's global Digital Strategy Director based at adidas HQ in Germany as part of the digital transformation and I have just concluded a role as Global Head of Brands with a restructuring and transforming Seattle lifestyle company based at their global creative centre in EMEA. Recently arrived in Sydney and currently mentoring Method of Denim as part of my role as advisory board member for fashion/tech community IFAB.
  • Independent Fashion Advisory BoardIFAB: connects innovators globally; helps fashion businesses navigate digital adoption; guides tech startups to gain a deeper understanding of fashion; and champions the upcoming fashion retail workforce.
  • Method of DenimSustainability-led denim and street-inflected basics range, supported by customisation and personalisation technology, to create completely considered, unique and rare handmade denim to order. Making an earth-sized stand against overproduction, unwarranted ecological damage and unnecessary waste blighting the men's and women's denim sector.
  • NBP Ltd
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Projects credited in
  • adidas - Bra Finderadidas Womenswear appointed ODD to work on a very particular brief. Following the success of this campaign, ODD has gone on to work on the adidas by Stella McCartney range. Ambition As one of the world’s leading authorities on sportswear, adidas wanted to educate women on the importance of wearing the right sports bra. We were asked for an integrated campaign that would kick-start an on-going conversation with young women, empowering and inspiring them to ‘meet their match’. The ODD Solution It’s a sensitive topic to broach, but with 80% of women wearing the wrong sports bra, it’s an important and relevant one. Finding the right tone of voice – a good balance between conversational and educational – was integral to the success of this campaign. We filmed a global in-retail video that used typography and a conversational tone to state the facts. This was supported by  attention-grabbing OOH, editorial, social media, and in-gym experiential events that encouraged women to dump their old sports bra in exchange for a discount on a new adidas one. We also developed the campaign’s ecommerce hub: The ‘bra finder’. The personalised service drives ecommerce sales by guiding consumers through a series of questions to find the most ideal adidas bra for them. Beautiful Effectiveness The campaign was adopted in multiple markets, including the Middle East, South & Latin America, UK and Spain, helping to ensure women everywhere have the right support for their sport.
  • Marketing
  • Marketing Strategy
  • Social Media Marketing
  • Brand Marketing
  • Creative Art Direction
  • Experiential Activations
  • UX Strategy
  • Customer Experience
  • Digital
  • Brand Communications
    Customer Service InitiativeDrapers Awards