British Land consolidates creative, digital and strategy into MRM McCann

Agency will handle B2C and B2B comms.

British Land: owns and manages properties in London's Bishopsgate
British Land: owns and manages properties in London's Bishopsgate

MRM McCann has been appointed by British Land as its lead strategic, creative and digital agency after a competitive pitch.

The brief extends across business-to-consumer and business-to-business, targeting the property development and investment company's clients, as well as consumers who work, shop, socialise and live at its locations.

This will cover venues such as London's Broadgate, Paddington Central and Regent's Place, as well as retail and leisure destinations including Sheffield's Meadowhall, Bath SouthGate, Glasgow Fort and Plymouth's Drake Circus.

Previously, British Land had divided up its creative, digital and strategy activity among several shops including property specialists. The MRM McCann appointment marks the consolidation of its marketing services into a single agency.

Separately, in October last year, British Land appointed R/GA as its innovation and design agency. This relationship is unaffected by the latest appointment.

MRM McCann's owner, McCann Worldgroup, recently announced plans to move 11 of its agencies into British Land's redevelopment of the former Broad Street station near the City of London.

Stacey Clark, British Land's chief marketing officer, said: "We are excited to embark upon this new partnership with MRM McCann, which marks a step change in our approach to marketing our mixed-use and retail properties. We look forward to using innovative, creative and new approaches to communication to deepen the relationships our customers and consumers have with our great places."

British Land's property portfolio includes residential, but it is predominantly focused on retail. The company owns or manages a portfolio valued at £16.8bn, with its owned share worth £12.9bn.

Nicky Bullard, MRM McCann's chairwoman and chief creative officer, added: "Where we live and where we work impacts all of us every single day. Being involved in sharing how those places can be truly wonderful is just fantastic. We are absolutely delighted that we will be working with the brilliant British Land team and brand."

MRM McCann recently appointed TMW Unlimited's Chris Pearce as chief executive.

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