LONDON — Westfield UK has appointed Frank to develop experiential campaigns for its two London shopping centres, after a competitive pitch.

The group’s destination shopping and leisure sites at Westfield London – Europe’s largest shopping centre – and Westfield Stratford City attracted 52 million customers between them in 2021.

Frank will join Westfield’s agency roster, which also includes lead agency Hill+Knowlton Strategies, with a remit to deliver short-term experience-led PR campaigns that “produce moments of fame-driving PR that engage audiences on a deeper, more personal level.”

The agency’s first piece of work for Westfield London featured former Team GB Olympic gymnast Nile Wilson and friends in the shopping centre (pictured); the footage has so far been viewed nine million times on TikTok.

Jakub Skwarlo, UK director of operations at Westfield owner Unibail-Rodamco-Westfield, said: “Our aim for Westfield this year is to create a stronger emotional connection with our visitors through surprise and delight moments that drive conversation, and remind visitors that there is always something new to see, hear and be a part of at our two London centres. Frank has over 20 years delivering campaigns of this nature, so they stood out above the rest as the perfect partner for us to move forward with.”

Frank managing director Alex Grier said: “For us, this was the perfect brief to be invited to pitch for and even better to win. We pride ourselves on delivering moments baked in culture that drive real Talkability for our clients. We’re excited to bring the Frank flair to Westfield deliver some unexpected moments for shoppers.”

The work for Westfield follows a number of other consumer brand wins this year for Frank, including hard seltzer White Claw, Tenderstem broccoli, Wiltshire Farm Foods, HerbaLife and Innocent.