Unibail-Rodamco-Westfield (URW) has launched Westfield Rise as part of a strategy to increase revenue from media advertising, brand experience and data partnerships.
The European shopping and lifestyle destination giant had already said publicly it was eyeing extra revenue. In a market update at the end of March, it said it was looking to capitalise more on its investments in media assets and data capabilities, which it hopes will generate €75 mln in annual net revenues by 2024, an increase of €45 mln compared to 2021.
Westfield Rise is an agency that will serve as a ‘one-stop-shop for brands and media-buyers to create innovative and measurable campaigns across URW’s platform of best-in-class retail media assets at its 57 shopping malls in Europe – including its network of 1,700 digital billboards, one of the largest on the continent, 170 brand experience locations, and its range of online advertising capabilities’.
Caroline Puechoultres, chief customer officer, said: ‘With the launch of Westfield Rise, we will be able to serve the advertising and media industries in a bespoke way, establishing the right team and organisation to work across our platform to create durable and measurable partnerships and explore new tailor-made opportunities.’
‘This client-centric approach, powered by data-driven insights and metrics, will allow us to serve brands, agencies and media buyers by delivering compelling off- and online media campaigns and marketing activations to our incredibly engaged audience.’
The company also announced the appointment of Candice Mayer-Gillet to the role of MD, Westfield Rise. Mayer-Gillet has worked in leasing, operating managements and retail media.
Said URW: ‘The creation of Westfield Rise is the latest step in URW’s strategy to grow revenues from media advertising, brand experience and data partnerships. The agency will continue to work with longstanding advertising clients such as Disney, Samsung, Amazon, Clearpay, Netflix and LVMH as well as collaborate with its valued regional partners, Ocean Outdoor, Clear Channel and JCDecaux.’
