Repositioning ahead for Melbourne’s Chadstone nichola patterson
Melbourne shopping centre Chadstone has dumped its agency Style Counsel and appointed Dewey Horton as part of it plans to reposition the retail brand.
Style Counsel has held the account for seven years and declined to participate in the recent credentials pitch.
Chadstone marketing manager Leanne Smith thinks the brand needs repositioning due to the more competitive environment it is now facing.
“The changes in the CBD and the economic outlook mean we’ve got to stay on top. A lot of companies go and have a look at the marketplace after seven years with one agency,” Smith said.
Chadstone is part of the Gandel Group, which operates shopping centres around the country, including Chatswood Chase, Fox Studios and Northland Shopping Centre.
In terms of sales, Chadstone is Australia’s biggest shopping centre. According to the latest retail industry figures, Chadstone had a turnover of $800m last year, $200m ahead of its nearest rival, Warringah Mall.
Smith said the retailer had deliberately steered clear of big agencies.
“We didn’t want a big agency,” Smith said. “We wanted to be important as an account. We don’t have nearly as much money to spend on marketing as people think we do, so every dollar has to count.”
Both Dewey Horton and Razor Media will be meeting with Chadstone for a series of strategy days to develop the direction the centre should take. At this stage, Smith was unsure of the media mix they will be using in the future.
Smith expects the first work from Dewey Horton to come out in August or September.
