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Westfield opens in-house retail media agency

Unibail-Rodamco-Westfield (URW), the owner and operator of more than 80 shopping centres across Europe and the US, has launched an in-house media, brand experience, and data partnerships agency.

The retail media agency, called ‘Westfield Rise’, will act as a one-stop-shop for brands and media buyers to create campaigns across URW’s platform of retail media assets at its 57 shopping centres in Europe. Assets include 1,700 digital billboards, 170 brand experience locations, and online advertising capabilities.

“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,” said Caroline Puechoultres, Chief Customer Officer at URW. “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.”

According to URW, Westfield Rise provides access to a fully GDPR-compliant platform, which leverages audience data from the 550 million yearly visits its properties receive, and the 40 million consumers it has online.

Led by Managing Director Candice Mayer-Gillet, the agency will be headquartered in Paris and London, with a 50-strong team across 11 European countries, and be able to leverage retail media assets at all of URW’s centres across Europe and the US.

Westfield Rise will continue to work with the likes of Disney, Samsung, Amazon, Clearpay, Netflix, and LVMH, as well as collaborating with its regional partners, such as Ocean Outdoor, Clear Channel, and JCDecaux.

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