A SHOT IN THE DARK





Del Amo Mall, Southern California’s largest shopping center, is talking to six ad agencies about sprucing up its image. The Torrance, Calif.-based mall took a business dive after the highly publicized shooting of a security guard at a Del Amo arcade. Meanwhile, Del Amo is experiencing stiff competition from the more upscale South Coast Plaza, an hour away in Costa Mesa, Calif. Despite those problems and a small, $600,000 budget, shops have charged after the business, since in L.A., malls and their emphasis on outdoor advertising offer high-profile, creative opportunities. L.A.-area agencies hoping to help Del Amo are: Batey, Poindexter; Johnson Corapino; Ketchum Advertising; Lord, Dentsu & Partners; The Miller Group; and The Phelps Group.
Copyright Adweek L.P. (1993)