Mother scoops brief to rebrand Covent Garden

by Darren Davidson, Brand Republic 29-May-07, 08:30

LONDON - Mother has scooped creative duties for a brief to reposition London's Covent Garden as a luxury-shopping destination following a competitive pitch.

The pitch was overseen by the property investment company Capital & Counties, which acquired the Covent Garden Estate in August 2006. The value of the account in terms of billings is not known, but it is believed to be worth several million pounds.

It is understood Capital & Counties is hoping to attract high-end luxury brands to the area, in a move away from Covent Garden's proliferation of tourist shops.

The Covent Garden estate includes the retail element of the Royal Opera House block, and the Covent Garden Market and Piazza. The holding includes retail units with frontages onto James Street, the Covent Garden Piazza and Russell Street.

Capital & Counties specialises in optimising the value of property investments through redevelopment. Its previous projects have included Cribbs Causeway in Bristol, which is now a popular out of town retail park

The Capital & Counties brief comes hot on the heels of a series of new business wins for Mother including the £12m Post Office account and creative duties for Coca-Cola's energy drink brand Powerade.