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Brandspace takes back Westfield screens

WestfieldScentre Group, owner and operator of Westfield shopping centres in Australia and New Zealand, will take the advertising sales function of its floor-based portrait and landscape screens inhouse.

Scentre Group’s sales division, BrandSpace, will manage sales from January 1 2015, alongside its existing digital, experiential, and pop up retail offer.

Bill Burton, GM of Scentre Group BrandSpace said the move expands what the company can deliver to brand clients and agencies.

“The merging of these floor-based portrait advertising panels which brilliantly engage shoppers on their path to purchase with our large format broadcast digital spectacular screens, experiential, and product sampling opportunities creates a game changing marketing environment for our clients, shoppers and retailers,” said Burton.

“Over the coming months we will work with our partners, brands, and marketing agencies to understand their needs and provide them with more information on Westfield’s advertising opportunities.

“In Q4 we will formally engage advertisers through detailed product briefings and 2015 sales packages,” he said.

Westfield’s floor-based portrait and landscape screens will continue to be operated by Ooh! Media until the end of 2014.

The decision to bring the sales inhouse will allow Scentre Group to maximise growth opportunities within its retail marketing business, better control the ambience in the common malls, and build greater digital infrastructure within malls to benefit retailers and shoppers.

“Ooh! Media has been an important partner for Scentre Group working to enhance the successful out of home offering. We will continue to work strongly with Ooh! on other contracts across our portfolio,” said Burton.


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