Unibail-Rodamco-Westfield launches in-house retail media agency

By

Sandra Halliday

Published
Oct 12, 2022

Unibail-Rodamco-Westfield (URW) has unveiled Westfield Rise, its in-house media, brand experience and data partnerships agency. 

Rise is headquartered in both Paris and London, with the 50-strong team spread across the 11 European countries in which URW operates.

The owner/operator of the Westfield shopping mall chain said the agency is meant to be “a one-stop-shop for brands and media-buyers to create innovative and measurable campaigns across URW’s platform of best-in-class retail media assets at its shopping malls”.

In Europe that includes a network of 1,700 digital billboards, one of the largest on the continent, 170 brand experience locations, and a range of online advertising capabilities. 

Chief Customer Officer Caroline Puechoultres said the launch means the business “will be able to serve the advertising and media industries in a bespoke way, establishing the right team and organisation to work across our platform to create durable and measurable partnerships and explore new tailor-made opportunities”. 

She added that the “client-centric approach, powered by data-driven insights and metrics, will allow us to serve brands, agencies and media buyers by delivering compelling off- and online media campaigns and marketing activations to our incredibly engaged audience”. 

Rise offers clients access to a fully GDPR-compliant platform “leveraging qualified audience data on the company’s massive footfall, including 550 million yearly visits in Europe, along with 40 million consumers online”.

In charge of the new business is Candice Mayer-Gillet in the role of Managing Director. Mayer-Gillet previously worked in URW’s leasing, operating management and retail media businesses. 

The company said this “broad experience will give her a holistic view of how Westfield Rise can deliver the best of URW for its clients”.