- Banks Hoggins O'Shea has scooped the £5 million launch of Europe's largest shopping mall, the Kent-based Bluewater complex.
Scheduled to open next March, Bluewater is set to revolutionise the act of shopping with such facilities as cinemas, restaurants, and a new innovation -- the male creche. This is an area where female customers can dump menfolk who are reluctant to shop, allowing them to indulge in some pastimes of their own, such as watching sport on TV and drinking.
Bluewater, which is operated by the Australian-owned company, Lend Lease Global Investment, originally hired Delaney Fletcher Bozell to handle its advertising back 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 multimedia launch campaign is scheduled to break nearer Bluewater's opening time. He said the final shape and size of the campaign had not yet been resolved, and neither had a decision 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 was designed to reflect the local architecture of oast houses. Surrounded by lakes, chalk cliffs, and over a million trees and shrubs, it aims to create a unique atmosphere for shoppers, and has encouraged all its retail outlets to "take their corsets off" when designing their stores.