McArthurglen appoints Manchester agencies to drive through new strategy - MIDAS

McArthurglen appoints Manchester agencies to drive through new strategy

12 March, 2008 – McArthurglen appoints Manchester agencies to drive through new strategy

Leading designer shopping outlet group McArthurGlen, whose headquarters are in London, is now working with three of Manchester's leading marketing agencies to maximise its new business strategy.

Clear Marketing Communications has been appointed to handle all offline marketing communications, from branding to tactical retailing. Clear’s appointment follows a two-way competitive pitch with TBWA Manchester. Code Computerlove has been tasked with digital marketing and website design. McArthurGlen also works with Manchester-based Citypress PR.

Clear and Code have been appointed to handle the marketing for McArthurGlen’s UK operation, whose head office is on Wigmore Street, London. The company is Europe’s leading designer outlet developer, owner and operator. It has 15 Designer Outlets across the UK, France, Austria, the Netherlands and Italy, with more in development.

McArthurGlen UK currently has seven UK-based shopping centres in Chester (Cheshire Oaks), Ashford in Kent, Bridgend in Wales, East Midlands, Livingston near Edinburgh, Swindon and York. The outlet villages offer permanent discounts of 30% to 70% off 700 top brands in over 1,300 stores.

McArthurGlen Group Regional Marketing Manager UK, Shannon Luxford said: "The review of our marketing partners followed a significant shift in strategy for the business. Instead of a central marketing approach, going forward each centre will have more autonomy and work to individual marketing plans.

"Our key objectives for 2008 are to increase footfall and sales at each outlet through strong local marketing, increasing awareness and drive desirability. The marketing will use the strength of the brands we carry at each centre to heighten interest and drive traffic."

Clear, who has a proven track record of multi-retail site marketing through its work with Cala Homes will be working with each of the seven centres to implement local marketing campaigns. Work will include TV, radio, press and print. The account will be headed by Clear board director Elaine Cunningham and planning director Helen West.

Luxford said: "Clear demonstrated a comprehensive understanding of the strategic issues facing our brand, which resulted in outstanding creative ideas. Their experience in multi site retailing was also evident in their proposals, which the business will be implementing straight away."

Code Computerlove’s remit is to work in partnership with the McArthurGlen team to develop a digital strategy and implement a programme of tactics that will include site development and evolution, email creative and broadcast.

Code’s media division has also been tasked with driving traffic to each outlet’s website, where consumers can find out more about the shops on site, locations and special events. The agency will implement a SEO and PPC campaigns around key search words.

Luxford added: "Digital marketing is now a major part of our marketing mix, offering a cost effective way to target our core audience base of 24-55 years olds in each location.

"I am confident 2008 will be a fantastic year of growth for us with three best of breed Manchester marketing agencies each maximising growth in their areas of specialism."

Offline media will continue to be handled by Carat.

Source: Clear Marketing Communications / Code Computerlove press release


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