Designer outlet chain McArthurGlen Group has appointed the7Stars to run its full UK digital media business. WPP’s Wavemaker will continue to its handle European operations.
London agency the7Stars, which already manages McArthurGlen’s above-the-line media, will now be tasked with overseeing the firm’s consolidated UK media account – worth an estimated £6.8 million.
The7Stars’ remit will encompass the strategy, planning and buying for all of McArthurGlen’s channels. The agency will primarily aim to drive awareness and footfall to its seven UK locations.
“We are pleased to be expanding our long-standing partnership with the7stars to include McArthurGlen’s digital media account in the UK,” McArthurGlen regional marketing manager for the UK and Canada, George Norris said.
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“Together, we will deliver an innovative, fully integrated media strategy across the market to continue to drive strong performance, while ensuring our guests can access DestinationJOY wherever they are in the region.”
The7Stars’ new strategy will be focused around the four key pillars “‘excite, invite, convert, and advocacy” as it looks to better acquaint the public with McArthurGlen’s new DestinationJOY platform.
The7Stars planning partner, Lynsey Brook added: “McArthurGlen is on an exciting growth trajectory, with even more of the world’s most sought-after brands coming onboard this year.
“It’s important to ensure that we are showcasing the best and most innovative ideas to support McArthurGlen to deliver on its sales and footfall targets as we go into an increasingly competitive 2024.”
