British Land – the property development and investment firm behind London Regent’s Place, Sheffield Meadowhall, Bath SouthGate, and Glasgow Fort – has handed its strategic, creative and digital account to MRM McCann following a competitive pitch.
The brief extends across business-to-consumer and business-to-business, targeting the company’s clients, as well as consumers who work, shop, socialise and live at its locations. British Land’s portfolio – valued at £16.8bn – is dominated by retail centres, but also includes some residential properties.
It is understood to be the first time the company has appointed a single agency to the brief, having previously divided up the activity among several shops including property specialists. R/GA handles British Land’s innovation and design business.
British Land chief marketing officer Stacey Clark said: “We are excited to embark upon this new partnership with MRM McCann, which marks a step change in our approach to marketing our mixed-use and retail properties. We look forward to using innovative, creative and new approaches to communication to deepen the relationships our customers and consumers have with our great places.”
MRM McCann chair and chief creative officer Nicky Bullard added: “Where we live and where we work impacts all of us every single day. Being involved in sharing how those places can be truly wonderful is just fantastic. We are absolutely delighted that we will be working with the brilliant British Land team and brand.”
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