Hammerson, the FTSE 100 real estate company, has appointed Frank PR to look after public relations for four of its shopping centres.
The Camden-based company, which also has offices in Sydney and New York, will attempt to establish Brent Cross in North London, Centrale in Croydon, The Oracle in Reading and WestQuay in Southampton as lifestyle destinations, as well as managing crisis communications.
Alex Grier, Frank PR's managing director, said: "Hammerson's portfolio of premium retail properties presents an exciting opportunity for us to reinvent the traditional retail PR model. We look forward to creating some real standout for the brands and encouraging engagement among frequent and destination visitors."
Stephen Brown, UK marketing director at Hammerson added: "Frank PR impressed us throughout the pitch process with their combination of clever insight supported by endless creativity. In an ever-changing retail environment it is important for us to lead the way with a dynamic, fresh and forward-thinking approach to our comms and we look forward to working with Frank PR to deliver this."
Hammerson has been forced in the past month to reiterate its commitment to regeneration of city centres through retail after cancelling projects worth a combined £1.4bn in Sheffield and Swansea.