BRAEHEAD, one of Scotland’s largest purpose-built shopping centres, has appointed The Union to handle all advertising and marketing, after an extensive two-stage review involving several Scottish agencies.
Braehead opened in 1999 and currently attracts over 18 million customers every year. It offers over 1 million sq ft of shopping and leisure facilities, including over 100 stores, an international arena, a riverside boardwalk and a curling rink. It is home to Marks & Spencer, Gap, Sainsbury’s, Monsoon and Lipsy. Braehead is owned and run by Capital Shopping Centres PLC, the UK’s leading company specialising in the ownership, management and development of shopping centres.
The Union will start work from 1st May 2010, with a brief to drive footfall to the centre through a variety of media. This will include TV, radio, press and below the line activity.
Lydia Brown, Braehead’s marketing manager, said: “We entered into the review process with a genuinely open mind and were hugely impressed by the calibre of all the agencies that we spoke to. It was a difficult decision to make, however The Union impressed us not just by the quality of their team and their thinking, but also by the imagination and freshness of their ideas. We feel that we have found a good match between two leading organisations and look forward to working with them.”
Mark Reid, The Union’s planning director, said: “We’re delighted to be appointed. This review was very tough and to be selected from such a wide field is very rewarding. The hard work really starts now though, as the client has some high targets to hit. We need to ensure that the marketing delivers results.”
Media planning for Braehead is through The Media Shop and this remains unchanged.
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