Modern Marketing

Refinery wins account for Manchester Arndale

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By The Drum Team | Staff Writer

June 23, 2010 | 3 min read

Shopping centre Manchester Arndale has announced the appointment of Refinery following a five way pitch, ending a seven-year relationship with incumbent Robson Brown.

The Drum revealed that the shopping centre was set to review in December following a shortlist of agencies drawn up by the Recommended Agency Register and followed Robson Brown being appointed to handle a seven figure marketing account for the centre, which is part-owned and managed by real estate investment management firm PRUPIM.

One of the first campaigns Refinery will handle will be a three-day student event which will run at the start of the academic year, followed by a Christmas campaign.

Refinery will work with PR agency Biss Lancaster and the digital team at Instant Business on the account.

Sue Boor, PRUPIM associate director: Shopping Centre Marketing, who oversaw the appointment process, said: “In the current economic climate, we felt a need to review all areas of our marketing mix, its effectiveness and measurable return on investment, with a view of sharpening our focus.

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“Our decision to appoint Refinery was based on the fact that they demonstrated how they can help us make our marketing budget work much harder, attract the right customer, with the right message, via the right channel and at the right time; and that they can become an extension to the Manchester Arndale marketing team.”

Philip Armitage, director at Refinery, added that the agency’s creative ideas for the shopping centre would work across the agency’s entire integrated offer including press and outdoor advertising, DM and digital.

“We have a five-strong team in place to get cracking on it straight away, with a view for the first tranche of activity to be unveiled late summer,” he continued.

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