Lakeside quits Doner for Jojo

Lakeside Shopping Centre has dropped its £1m advertising account with Doner Cardwell Hawkins and has handed the business to Jojo Communications without a pitch.

The shopping centre is planning a major ad campaign in the new year, which could see it returning to TV advertising after a two-year absence, as well as exploring opportunities in broadcast sponsorship.

Jojo, which was set up last year by Arc Advertising Group’s former managing director John McWilliams, has already worked on joint venture campaigns between Lakeside and its client c2c, the National Express-owned London train operator.

Doner Cardwell Hawkins won the Lakeside business from Euro RSCG Wnek Gosper in May 1999, shortly after the opening of the Bluewater shopping complex in Kent, located just ten miles from Lakeside.

Lakeside marketing director Heather Hudson-Oldnall says: “The Lakeside offer is broad in its appeal and it’s important for us to have an integrated agency in today’s multimedia environment. Jojo demonstrated a fresh and client-focused way of doing this and Lakeside is delighted to be working with it.”

Media is not affected by the appointment and will remain with Media Planning. Lakeside is part of the Capital Shopping Centres Group, which includes Gateshead’s Metrocentre.

Earlier this month, London shopping centre Whiteleys put its £1m creative advertising account up for review. The pitch is being run through the AAR.


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