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As the siren song of e-commerce grows ever more insistent, Italia/Gal is facing the challenge of promoting traditional shopping malls.
Mall developer Westfield America handed its estimated $4 million account to the Los Angeles agency earlier this month, following a review that began this fall with 12 shops. The agency eventually prevailed over fellow finalist Kovel/Fuller, Los Angeles [Adweek, Dec. 13]. DDB’s Los Angeles office had handled the account since February.
“We chose [Italia/Gal] based on the strength of their account management and experience in retail promotions,” said Nora Hund, Westfield’s vice president of marketing.
The agency will be responsible for all aspects of Westfield’s marketing, with an emphasis on retail sales promotions.
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