Creative Freedom

Community Room, Design Studio

Diversity-driven advertising is about exercising a marketer’s creative freedom to acknowledge, represent and engage all shoppers. It’s also about realizing that even the mainstream is anything but homogenous, and that there is value in diversity.

Flipping through an old consumer magazine or newspaper is like stepping into a time machine. It conjures up images of a society foregone—its citizens, values, dreams and fears. Alongside the articles, the advertisements are most compelling, [...] Tactics Subscribers Read More...

A Monster-size Bash

Entertainment, Special Events

A visit from the famous green, one-eyed monster Mike Wazowski caused quite a stir at Hillsdale Shopping Center.

It was a monstrous affair at Hillsdale Shopping Center in San Mateo, California when the famous one-eyed Mike Wazowski came calling on a Tuesday night in March. One of the wacky stars from Disney on Ice presents Disney/Pixar’s Monsters, Inc., [...] Tactics Subscribers Read More...

Adding Public Relations to your Marketing Mix

Community Room, Entertainment

There’s a huge opportunity for shopping centers to use public relations more effectively and strengthen their marketing efforts.

A basic misunderstanding of PR often leaves marketing managers wondering: Do I build a marketing campaign around a good PR idea, or do I look for PR opportunities once the campaign is in place? So what is PR? There is often some confusion [...] Tactics Subscribers Read More...