Brave’s core task will be brand building and press office support, with additional strategic support to target both consumers and retailers.
The appointment to promote the centre follows a three-way pitch. This included incumbent agency Rycroft PR.
Working on the account are Brave associate director Helen Yeardsley and account manager Rachael Nolan. Nolan previously worked in-house at Bluewater but has been recruited by Brave. Her position will not be filled. Brave reports to Bluewater marketing manager Alan Jones.
Jones said: ‘It’s hard to sustain a level of interest after four years. We wanted a fresh agency and a larger team to re-launch it.’
He added that he was looking to improve ways that the centre’s PR efforts can work alongside its research into customer needs.
A key focus for Brave will be to improve coverage in the lifestyle and fashion media. This will include promoting a series of fashion and catwalk shows, which get underway next month. Makeovers by beauty product firms will also be staged at the centre.