Founded in 1964, Macerich is one of the nation’s leading owners, operators and developers of major retail properties. With over 50 shopping centers in their portfolio, Macerich has properties all throughout the United States. From outstanding regional malls to luxury destination centers, its portfolio is widely regarded among the strongest in North America. A few of their signature properties include Tysons Corner Center, Scottsdale Fashion Square, Santa Monica Place, Queens Center, Fashion Outlets of Chicago and FlatIron Crossing.
In order to maximize its branding leverage and utilize the synergy of its portfolio to its advantage, Macerich elected to consolidate its broad-based advertising approach and develop shared programming. The Agency’s task was to create a multi-tiered advertising campaign that would provide each center with enough flexibility to meaningfully speak to their individual customers, but allow the developer to realize meaningful economies of scale.
The Macerich marketing team and Panzano+Partners developed a new type of marketing program in the industry. In simplest terms, the programming is considered, “customized syndication.” The centers share an array of creative assets, but still have the ability to customize their marketing materials in order to meet the needs of their programs and unique markets. Since the launch of the program, each Macerich center can avail itself of a broad creative library comprised of multimedia executions of the highest quality, all the time keeping cost efficiency at the forefront.