The account will be headed by Chime chief executive Lord Bell, who will report to Quintain property director Nick Shattock.
Bell Pottinger will work alongside Quintain’s retained financial agency Financial Dynamics and its PA consultant the London Communications Agency.
Bell Pottinger associate director Charles Reynolds said the agency’s priority was ‘to make sure the scope of the project is understood and that the excitement of the regeneration is felt across London and beyond’.
The hunt began four months ago (PRWeek, 13 February) for a PR agency to help change perceptions of Wembley Arena as it goes through a major transformation from a venue associated with one-off events to a 56-acre leisure facility.
Outline planning consent was granted two weeks ago for the biggest regeneration of the area since the 1920s. It involves the brownfield site surrounding the new National Stadium in Wembley.
The regeneration will see the creation of 6,100 jobs and 3,700 ‘affordable’ homes in a modern residential and leisure complex, including office space, cinemas, cafés and shops.
The National Stadium setting is expected to be completed ahead of the May 2006 FA Cup Final with a £20m refurbishment of Wembley Arena that will see it closed from January to September next year.
Quintain has erected a temporary structure, Wembley Pavilion, to host events and conferences during the refurbishment.
Clareville Communications handles B2B comms for the conference centre, while Wembley Arena’s PR is handled by Hyperactive Publicity.