Ipoh pushes fashion to marketing fore

Sydney-based retail property owner Ipoh has shed its roster of existing creative agencies in a move it hopes will breathe new life into its fashion marketing program.
The group, which owns The Strand Arcade, The Galeries Victoria and the Queen Victoria Building (QVB), has retained just one of the three incumbent agencies working on its account - Jason McDonald Design (JMD) - while ditching Cumming Agency and Pulse.
DDB has Ipoh group marketing manager John Klein said while it had been happy with the work done by the agencies for the past four years, the group
felt it was time for a change in direction.
Speaking shortly after the announcement was made Ipoh publicist Gina Crabb confirmed the creative for the group's largest account, The Strand Arcade, would continue to focus on The Strand being one of Australia's best venues for Australian designer fashion.
Home to such big names as Jayson Brunsdon, Alannah Hill and Wayne Cooper, it is understood future advertising campaigns done by JMD would utilise creative concepts provided by The Three Questions. The ad campaigns would encompass bus sides, online and glossy print publications.
Having successfully pitched for The Galeries Victoria (TGV) account, JMD would also have responsibility for rebranding the centre and introducing a new logo. Boasting among its tenants Jeans West, Mooks and Polo Jeans, the marketing program for TGV would focus heavily on its Generation Y demographic, Crabb said.
Meanwhile the marketing program for the QVB, which houses Oroton, Rodd & Gunn and Polo Ralph Lauren, would focus on elegance and luxury, which would be portrayed throughout upcoming catalogues and advertising.
Klein said he was confident the move was the right one for the group.
"We really want to push the uniqueness of each centre and we feel that the right advertising can define each brand personality and speak directly to its target markets."