Doner Cardwell Hawkins has won the &£1m Lakeside Shopping Centre advertising account after a three-way pitch.
The agency now faces the challenge of attracting shoppers away from the new &£1.2bn Bluewater shopping complex in Kent, located just ten miles from Lakeside.
The account was reviewed out of EURO RSCG Wnek Gosper, which Lakeside has used for the past six years.
Five advertising agencies were shortlisted for the business through the Advertising Agency Register. They were BMP4, Circus, HDM, Mortimer Whittaker O’Sullivan, and Doner Cardwell.
Doner Cardwell, Mortimer Whittaker O’Sullivan and HDM were selected to pitch and a decision was made on Friday.
It is believed the move is a reaction to reports that retailers with outlets at both developments have had higher sales at Bluewater. Lakeside denies that Bluewater was the incentive behind the move.
Lakeside marketing manager Heather Hudson-Oldnall says: “It was time for new ideas.”