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Mediaworks to deliver transformational digital ad campaign for shopping centre giants


Nov 22, 2021

Eldon Square, the UK’s third busiest shopping centre in the UK, has partnered with Mediaworks to leverage its unrivalled media buying and data-driven targeting expertise. The agency’s approach will plug Eldon Square into its global partnerships with leading digital platforms, publishers and traditional advertising channels.

The partnership aims to inspire the regions shoppers and bring them back to the city centre by reminding them of the premium retail and dining experiences that Eldon Square, in Central Newcastle upon Tyne, offers as the destination of choice for the region.

Mediaworks will be integrating paid social platforms such as Facebook and Instagram with other bought media platforms such as Sky Adsmart, in journey display networks, DAX and DAX Outdoor as it manages Eldon Square’s 18-month media planning requirements.

Tania Kelly, marketing manager at Eldon Square, said: “We partnered with Mediaworks because they have an incredibly talented team with unrivalled experience and knowledge in the retail space. The targeting capabilities and attribution tracking they offer across digital and mass media platforms gives us the opportunity to deliver a seamless online and offline advertising campaign.”

“Eldon Square is going through an exciting period of transformation with a new look and feel to our brand and a raft of new brands opening in centre. We’re thrilled to have the team at Mediaworks on board to drive awareness of all the activity happening in centre.”

Eldon Square is the latest in a list of those in retail that have selected Mediaworks as a partner for digital solutions, including global brands such as River Island, Dune London, Puma and GAP.

Brett Jacobson, CEO and founder at Mediaworks, said: “It is critical for our clients’ commercial success that we reach out to target customers with a consistent message and brand experience, regardless of the platform, and we believe we are uniquely positioned to achieve this.

“The channels that were classified as traditional media in the past, have invested heavily in how they digitise their offering. The likes of video on-demand and out-of-home digital proximity can now be integrated with digital platforms to offer a highly targeted and data-driven strategy. We’re working with Eldon Square to improve their audience targeting, advertising performance and insights across traditional and digital platforms.”

Mediaworks delivers a range of services, including a full complement of online performance marketing services, brand strategy and digital transformation. The rapidly growing agency currently now has more than 170 full-time staff across its five national offices in Newcastle, Leeds, Edinburgh, Dublin and London.