The agency has been handed an 18-month contract believed to be worth around £300,000, following a two-way shoot-out.
Westfield London has pencilled in an opening date of 30 October and briefed the agency to develop a launch strategy. It will target a range of media from local press to national magazines.
The development is being built in White City and will be 150,000 square metres - making it the third largest shopping centre in the UK behind Gateshead's MetroCentre and Bluewater in Kent. However, Westfield London will be the largest shopping mall in Europe within an urban area, trumping the Manchester Arndale.
It wants to position itself as a luxury shopping and leisure destination. Westfield PRO Laura Passam claimed the agency was chosen due to its fashion and luxury experience. 'PR will be an important part of the marketing mix for the launch,' she said.
Australian-owned Westfield recently handed a £5m creative account to advertising start-up Adam & Eve.
The development will host four main stores, 265 speciality stores, a 14-screen cinema and over 40 eating venues.