Westfield pitches $8m creative

By By David Blight | 9 September 2011
Westfield Bondi Junction.

EXCLUSIVE: Marque Australian brand Westfield is pitching creative duties on its $8 million account, as the company continues to ramp up its digital presence in the face of increasing pressure from overseas retailers.

Incumbent M&C Saatchi has been pitted against BMF and Moon Communications. Westfield general manager of marketing John Batistich confirmed the pitch to AdNews. While the winning agency will work across the entire creative account, Batistich said digital prowess would be a central tenet of the winning agency. “Retail is changing,” Batistich said. “How we adapt to this and anticipate change will be critical to our ongoing success.”

Westfield has been making a concerted effort to increase its digital presence over the past year, particularly in the e-commerce space. The company has been forced to increase its digital footprint, as Australian consumers increasingly gravitate to overseas e-commerce sites which provide goods at cheaper rates.

Westfield launched its “online shopping mall” e-commerce site in November 2010, with more than 130 retailers selling thousands of brands.

Earlier in the year, the retailer rolled out a campaign via M&C Saatchi featuring British TV presenter stylist Gok Wan, which positioned its e-commerce offering as a “one-stop online shop”.

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