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Name change for Poulters as agency retains Meadowhall Shopping account

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By The Drum Team, Editorial

February 24, 2006 | 2 min read

British Land Retail has concluded a four-way pitch for its seven-figure Meadowhall Shopping Centre account by retaining recently rebranded Leeds agency Poulters. BDH\\TBWA, McCann Erickson Communications House and Brahm also pitched for the Sheffield-based shopping centre brief, which has been with Poulters since 2001.

Poulters will begin work immediately on the creative for a campaign to regain lapsed Meadowhall shoppers and educate first-time visitors about what is on offer. The brief requires the provision of advertising, direct marketing, sales promotion, point of purchase and digital communications.

Kate Mason, marketing director of British Land Retail, said: “Poulters provided an innovative and fresh look to the brand and we are delighted to be working with the team going forward. The new creative presents a bold statement firmly placing Meadowhall as an innovator and capturing the imagination of our customers.”

The appointment follows the agency’s decision to rebrand from The Poulter Group, which included sub-brands such as Poulter Partners and PoulterNet, to Poulters. Coinciding with the name change is the arrival of Peter Rivett-Jones as an executive board director. Making the move from Chemistry in London, Rivett-Jones will be primarily responsible for new business development. Previously he launched brand response agency Made With Love, which was acquired by Chemistry in 2003.

In other news, the agency was appointed to the Asda roster earlier this month and has initially being tasked with the Mother’s Day retail activation and promotional work. The contract, which will see Poulters competing for further campaign activity going forward, was handed out following a three-way pitch.

The agency has also been briefed by Spirit Group, the managed pub division of Punch Taverns, to develop and implement its biggest-ever promotional campaign across its 1,800 outlets nationwide.

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