Located in a young, very strong affluent and highly mobile catchment area with easy access to London and regional town centers. centre:mk’s scale and strong retail offer combined with a very competitive marketplace demanded that it should act with confidence and clarity.

Our brief was to reposition centre:mk as a brand in its own right with a consistent tone of voice across all media channels. Our aspirational and emotional engaging campaign delivered centre:mk’s fashion credentials in style, reinforcing centre:mk as a destination in its own right. Helen Powell, Strategy Director said: “Our footfall was up 23% at Christmas which was way beyond our expectations.”

This project demanded threethinking on TV, posters, press and POS.