Isobel lands brief to push Bullring centre

Isobel has won a four-way pitch to promote Birmingham’s revamped Bullring shopping centre.

The agency pitched against Rapier, McCann Erickson and the incumbent Rees Bradley Hepburn for the task, which is understood to be worth more than &£1m.

The Bullring houses more than 160 shops, including department stores Debenhams and Selfridges.

The Bullring received an overhaul in 2003 as part of a city centre development project. Built at a cost of over &£500m, the new Bullring now measures the equivalent of 26 football pitches and houses shops and restaurants. One of its landmarks is the Selfridges building, which is clad in 15,000 silver disks.

Isobel has been given the task of creating a second wave of marketing support for the revamped shopping centre following the initial launch campaign in 2003. It is creating an advertising campaign that will include television, outdoor, radio and direct marketing.

The Bullring’s roots date back to the 1800s when it was used as a market. In the 1960s a shopping development was built on the site. The Bullring came in for much criticism for being uninspiring before it was redeveloped in 2003 with more attractive buildings and glass-roofed malls.