Bicester Village owner picks Huge London for digital overhaul

Bicester Village

Value Retail, the owner of the Bicester Village chain of luxury discount outlets, has picked Huge London as its digital agency of record, The Drum can reveal.

In a process managed by Creativebrief, Huge pitched against incumbent Iris, AnalogFolk, Poke and Ogilvy for the multi-million pound account.

Huge and Value Retail declined to comment.

These outlet-malls are home to ‘discount’ stores for over 150 designer brands like Acne, Mulberry and Burberry as well as restaurants like the Wolseley and Soho House Farmshops, and attract millions of people every year.

According to a 2016 report from consultancy firm Bain & Co, among mainland Chinese tourists, Bicester is the second-most visited attraction in Britain (beaten only by Buckingham Palace).

The brief has seen Huge London tasked with ensuring that the digital experience leading people to the 11 Village malls across Europe and APAC marries with the luxury offline experience – where the train station waiting rooms are clad in marble and personal shoppers are on hand – across all touchpoints.

The win for Huge comes at a period of growth for the agency, which has doubled in size over the past year under the leadership of Alex Pym and new executive creative director Wayne Deakin.

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