Our Work.

A long-term, successful partnership.

Our partnership with Westfield started in 2016 and is now in its fourth year running.

We needed to get social shopaholics, style savvy browsers and prize hunters to perceive Westfield as the centre for fashion, beauty, film and food, as well as increasing consideration of Westfield as a leisure and retail destination either for the first time or more frequently.

Platform

Print

Our solution.

To tap into our shopaholic audience's day-to-day activities we created 'The Agenda' - a four-page fortnightly editorial feature in the Evening Standard showcasing trends from the capital, with a focus on food, fashion and beauty and entertainment.

The Agenda Cover 1
The Agenda Cover 2

An engaged audience.

The snackable elements of 'The Agenda' draw the reader in and the long-form content keeps readers engaged.

Pure editorial provides perfect context for Westfield’s marketing messages delivered through branded content, advertising and promotions combining to form a perfect read for their target audience.

2018 makeover.

The Evening Standard refresh in March 2018 provided the perfect opportunity to refresh 'The Agenda' branding accordingly. Adopting some of the themes of the redesigned paper we focused on cut out and bigger images, and a light, airy design style. We evolved the content: maintaining and refreshing the formats that the readers are familiar with and introducing new verticals and subject matters to add a new angle.

Lumen results

In 2018 we conducted a Lumen eye-tracking study to analyse which parts of 'The Agenda' readers were engaging with.

The results demonstrate time spent with 'The Agenda' equaled editorial norms and at times beat it. Dwell time with a page of 'The Agenda' was 3x higher than Lumen’s benchmark for sponsored content and 5x higher than the average time spent with a full-page ad. Gaze maps showed that readers noted Westfield branding throughout 'The Agenda', clearly identifying it as branded content although not impacting on engagement.

A collaborative partnership

“Unibail-Rodamco-Westfield has partnered with the Evening Standard for nearly three years on a regular 4-page insertion that Londoners have come to love and look forward to. Our centres are leading destinations for shopping, dining and entertainment and 'The Agenda' partnership reflects this perfectly. 'The Agenda' combines authentic, credible editorial content with relevant, engaging advertorial and advertising for readers, all themed by season and retail category, which showcases our position at the cutting edge of the retail industry. With a daily circulation of 900k, the Evening Standard offers unrivalled reach and frequency to our key ABC1 London audience.”

Myf Ryan,
CMO Europe and Group Director of Brand and Strategic Marketing