Maja Pawinska Sims 09 May 2023 // 4:56PM GMT
LONDON — Destination retail giant Westfield has appointed Alfred as its retained social media agency for its Westfield London and Westfield Stratford City malls, after a six-way competitive pitch.
The agency has been briefed to develop and execute social media content, focusing on TikTok, and campaigns for both Westfield destinations in London – which together have more than 700 retail and leisure concepts and more than 180 places to eat and drink – to increase consumer engagement and brand awareness, and help drive footfall and sales.
Alfred replaces We Are Social as Westfield's social media partner, joining a roster of agencies that includes Hill+Knowlton Strategies; Frank has also recently worked with the firm on consumer activations.
Sarah Fearon, head of UK marketing at parent company Unibail-Rodamco-Westfield, said: “Social media is one of our many digital touchpoints for building engagement and having conversations with our customers, and we are excited by Alfred’s creativity, experience and expertise and look forward to a collaborative journey with Alfred to deliver best-in-class social campaigns.”
Alfred’s head of social, Richard Langrish, added: “Collaborating closely with the in-house social team, we aim to develop captivating, attention-grabbing social content that not only raises the profile of the Westfield brand but also contributes towards sales and foot traffic.”
Westfield joins a portfolio of digital and content clients at Alfred, including Amazon UK and Amazon Tours, Highland Park Whisky and Sainsbury’s Tu.