Marketing veteran Gary Wise returns to PURE as CMO

Hong Kong-based gym chain PURE has welcomed back Gary Wise (pictured) as its chief marketing officer for global markets, reporting to its group managing director Rey Bolivar. 

In this newly created role, Wise is tasked at covering all marketing and PR for all PURE Group brands across brand and performance marketing. He will be responsible for all global markets for PURE, including Hong Kong, Shanghai, Beijing and Singapore, as well as any new markets PURE enters. 

In conversation with MARKETING-INTERACTIVE, Wise said, “I’m delighted to be helping this incredible brand through the next phase of its growth. PURE has established itself as the key premium player in the fitness and wellness space, which we’ll be taking even further as we evolve our strategies and launch into new categories. Very exciting times ahead!”

Wise brings more than 18 years of marketing, advertising and branding experience from 4A agencies and global brands such as Puma, Emirates and Sony. He first joined PURE as regional marketing director in 2015, when he led the marketing team of 32 across four cities with a strategic and passionate approach. 

After six years at PURE, he decided to start his own UK-based branding agency bloodstream, creating long-term, distinctive branding, and marketing strategy for key clients such as PURE. 

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One of the highlighted works of the partnership was PURE's recent branding campaign that highlighted Hongkongers' daily stress and pain points. The campaign featured mainstreaming concepts that have until now been seen as niche and specialist.

Furthermore, it showcased the huge benefits of modalities such as contrast therapy, red light therapy and breathwork to a broad Hong Kong audience - many of whom regularly experience mental and physical stress for various different reasons.

Targeting broad Hong Kong audience who face various kinds of mental and physical stress in their lives, the campaign showcased these stress and communicates via broad reach advertising such as out-of-home placements, a billboard at Lee Theatre Plaza, Causeway Bay, influencer campaign, social media content and digital advertising. 

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