Banks Hoggins nets pounds 5m ad account for Bluewater complex

Banks Hoggins O’Shea has scooped the pounds 5 million launch of Europe’s largest shopping mall, the Kent-based Bluewater complex.

Banks Hoggins O’Shea has scooped the pounds 5 million launch of

Europe’s largest shopping mall, the Kent-based Bluewater complex.



Scheduled to open next March, Bluewater will include such facilities as

cinemas, restaurants and a male creche. This is an area where female

customers can dump menfolk who are reluctant to shop.



Bluewater, which is operated by the Australian-owned company, Lend Lease

Global Investment, originally hired Delaney Fletcher Bozell to handle

its advertising in 1995. However, the two parted company earlier this

year following the arrival of a new marketing director, Jeff Klein.

Klein has since approached a number of London advertising agencies, from

which he is understood to have drawn up a final shortlist of just two -

Banks Hoggins and Leagas Delaney.



Ken Hoggins, joint creative director of Banks Hoggins, confirmed the

win, and said a multi-media launch campaign is scheduled to break close

to Bluewater’s opening date. He added that the final shape and size of

the campaign had not yet been resolved, and a decision had not been made

on which company would handle media on the project.



Built just off the M25 on the 150,000-square-mile site of a disused

chalk quarry, Bluewater will be designed to reflect the local

architecture of oast houses. It aims to create a unique atmosphere for

shoppers and has encouraged its retail outlets to ’take their corsets

off’ when designing their stores.



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