Paul Farrell, Managing Director of IPG Mediabrands Ireland
Initiative has picked up the media buying and planning account for Victoria Square, Northern Ireland’s leading retail, residential and leisure complex.
Following a review of its marketing communications strategy, Victoria Square, which is owned by Commerz Real, awarded the creative brief to M&C Saatchi in London while local PR firm Smarts Communicate will handle the PR with Initiative in Dublin handling all media buying.
Paul Farrell, Managing Director IPG Mediabrands says “we are delighted to be part of the successful team chosen to bring exciting and innovative marketing communications to support Northern Ireland’s premium shopping location.”
Alice McEvoy, group account director at M&C Saatchi adds: “its a hugely exciting project for us and we’ve put together a great team who have been working flat out for the past few weeks already. We can’t wait to share the new campaign with everyone in Northern Ireland.”
Victoria Square has over 70 stores and restaurants as well as a cinema complex. Some of the anchor tenants include House of Fraser, Hollister, Topshop, Tommy Hilfiger, H&M, Reiss and Hugo Boss.