Head of Fun campaign secures award for WAA

MIDLANDS creative agency WAA is celebrating after a PR initiative for its client Westfield shopping centres picked up a top industry award.

WAA, based in Sutton Coldfield, saw its ‘Head of Fun’ campaign for Westfield Derby scoop a merit Purple Apple award in one of the most highly regarded contests in the shopping centre industry.

The initiative was recognised for utilising a low budget to generate excellent key messaging and media coverage, achieving an impressive ROI for Westfield.

Nine year-old Molly Taylor was appointed as Head of Fun last October. In return for shopping vouchers and toys, Molly now provides consultancy on all children’s activities taking place at the centre.

Molly has so far opened Santa’s grotto, rated toys in the Toy Testing Lab and launched the reopening of the centre’s Parent Rooms, appearing on national TV and radio along the way. The initiative has helped the centre to better engage with its target family audience, and raise awareness of family activities.

Marsha Forster-Brass, senior marketing manager at Westfield Derby said: “When WAA first pitched the Head of Fun idea to us we knew it would be a success, but we never imagined it would have such a huge impact.

“It has generated more media interest than we have ever had from a single campaign since the centre opened in 2007, and really helped us to engage with our key family market. We are delighted with the Purple Apple award which really has been the icing on the cake.”

Dan Clifford, head of PR at WAA, said: “We’re thrilled the Head of Fun campaign has been so successful, and are proud the initiative has been recognised in what is a notoriously tough competition.”

Creative consultant tasked with securing growth for Superdream

BROMSGROVE creative agency Superdream is targeting growth with the appointment of a new Creative Consultant.

With over 20 years’ experience at agencies such as WAA, McCann and Palmer Hargreaves; Martin Parkes will be heading up the creative team. With a wealth of Cream Awards – including Gold awards in the Best Direct Mail category for Harley Davidson and Best Charity Ad for Age Concern – his experience, methodologies, and approach to creative projects will help the agency raise the bar creatively.

Parkes will be responsible for strengthening the design team and managing all creative output. As Creative Consultant, he will be working in-house to transform the way every design project is handled – from pitch to delivery.

Superdream managing director Jason Manning said: “We are very fortunate to have secured Martin to work at Superdream, and are very excited about the future prospects for our growing agency. We have big plans for the future; Martin’s appointment is just the first of a number of senior appointments we will be making across all areas of the business.”

Quad squares up with new automotive contract

SHREWSBURY-based Burnt Tree, the UK’s leading independent vehicle hire company, has hired Quad Public Relations to manage its PR activity.

Burnt Tree has been in business for the past 25 years and has targeted 2013 as a major year for expansion,

In one of its first initiatives since securing the contract, Cheshire-based Quad will help the company promote the launch of its new standalone Contract Hire Division.