Siddall Attracts Another Mall

Siddall, Matus & Coughter has won its second shopping center account in two months, acquiring ad duties for the Fair Oaks Mall in Fairfax, Va.
Though neither the client nor Siddall would confirm the victory, sources at agencies not in the finals for the estimated $1 million account said they were told the Richmond, Va., shop won a shootout against Barker Campbell Farley & Mansfield of Virginia Beach, Va.
Fair Oaks marketing director Judy Lewis Morris was not available for comment, and general manager Phil Morosco did not return phone calls. A Siddall staffer, who said agency president John Martin was in Fairfax on business last Thursday, confirmed chief executive officer John Siddall had led the shop’s pitch team. Siddall was unavailable for comment at press time.
Representatives at Barker referred all questions to the client.
Abe Novick, vice president of incumbent Eisner & Associates in Baltimore, said his agency “chose not to participate in the review.” Fair Oaks was one of several mall properties owned by The Taubman Co. of Bloomfield Hills, Mich., assigned to Eisner. Novick said Eisner will continue to serve the other retail sites, including two in Maryland and one in Chicago.
A representative at one agency familiar with the review said they were told by the client that Siddall’s category experience with other shopping centers, including nearby Potomac Mills Mall in Woodbridge, Va., tipped the scales their way.
The source also said they were told by the client that the winner of the business would have the potential for other assignments from parent Taubman.
A source at a Richmond agency said Siddall had been conducting a series of customer intercepts recently, quizzing shoppers about their mall experiences.
In February, Siddall added $8 million in billings when it was tapped by Glimcher Properties of Columbus, Ohio, to promote the October opening of Jersey Gardens, a new mega-mall in Elizabeth, N.J.