Lakeside axes EURO RSCG to combat Bluewater threat

Lakeside Shopping Centre is reviewing its 1m advertising account out of EURO RSCG Wnek Gosper as it squares up to new rival Bluewater.

Lakeside, which is located just ten miles from the 1.2bn Bluewater retail development near Dartford, Kent, has used EURO RSCG for the past six years.

The move follows reports that retailers with outlets at both developments have achieved higher sales at Bluewater than Lakeside. Virgin says its Bluewater Virgin Megastore is already its most successful after its flagship store on Oxford Street.

Lakeside’s marketing manager Heather Hudson-Oldnall says five agencies have been shortlisted for the account through the Advertising Agency Register. Some have still to indicate whether they will pitch. But she denies the agency review is a response to Bluewater’s success.

She says: “We just want new ideas. We have worked with EURO RSCG for the past six years, which is a long time for any partnership, and we are now looking for a fresh approach to the work.” Hudson-Oldnall says the review will be completed within three weeks.

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