- The US based Rouse Company and WPP Group have announced the creation of an innovative joint venture designed to maximise the value of regional shopping centres to WPP's agencies and their clients.
The Rouse Company, which operates out of Columbia, Maryland, is the developer/owner/manager of a number of the largest and best-known regional shopping centres in the US.
Since shopping centres offer perfect access to large concentrations of people, this new venture will enable WPP's clients to expand the ways in which they will be able to reach, communicate with, sell to and research customers.
Clients will be able to use The Rouse Company's 50 US shopping centres, for example, to advertise, conduct promotions, sample new products and tap into research panels -- including an Internet panel that Rouse currently has in development.
Revenues generated as a result of this joint venture will be shared by the two parties.
Eric Salama, director of strategy for WPP Group, said, "This arrangement has fantastic potential. We will be able to create unique communication vehicles for clients and reduce the cost of some existing activities."