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.