Meadowhall to retain Poulters for new approach

Poulters, the Leeds-based integrated agency, has held on to the £1m account for Sheffield Meadowhall shopping centre.

Poulters, the Leeds-based integrated agency, has held on to the &£1m account for Sheffield Meadowhall shopping centre.

The agency has worked with Meadowhall – one of northern England’s biggest malls – since 2001. It won a fresh contract after a four-way pitch that included BDH/TBWA, McCann Manchester and Brahm.

Poulters is set to roll out new creative ideas for the centre, featuring advertising, direct and promotional marketing, in-store work and digital communications. It had previously been responsible for Meadowhall’s strapline “Always Something New”.

The agency is briefed to entice lapsed shoppers to return. First-time visitors will also be encouraged to make use of the centre.

Kate Mason, marketing director of Meadowhall owner British Land Retail, says: “The new creative work will present a bold statement, capturing the imagination of our customers.”

Poulters was recently added to Asda’s roster to develop campaigns for special occasions, such as Mother’s Day.

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