The Friary Guildford’s seasonal brand campaign is an integral part of their marketing strategy. It informs social and digital channels as well an on-mall and paid for advertising.

All base assets, photos and video, are created in a single studio day with seasonal products sourced from the centre’s retailers. Timing is of the essence as the period between stock arriving in store and the campaign start date is extremely short.

Creative is planned in advance and storyboards are approved, but an element of flexibility is required as we have to predict which products will be in stock before they hit the store.

Despite the short timescales, we consistently deliver strong campaigns that effectively communicate the retail mix.