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Mallplaza Appoints Wunderman Thompson as Lead Marketing Agency across Latin America

09/03/2023
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Advertising Agency
Bogotá, Colombia
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The work will be led out of a centralised hub from Wunderman Thompson’s operations in Chile, with support from offices in Colombia and Peru
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Mallplaza, a prominent group of urban centres across Latin America, has appointed Wunderman Thompson as its end-to-end regional agency of record. Handling branding and customer experience including media, social, and data strategies across Chile, Peru, and Colombia, Wunderman Thompson in LATAM has been tasked with developing a model that will position Mallplaza as a retail leader across the region.

With 25 malls across Latin America, Mallplaza is one of the most important shopping mall chains in the region. The retailer has 17 malls in Chile, where they have been operating for over 30 years, and four each in Peru and Colombia, where their operations started in 2006 and 2012, respectively. 

As one of the largest and fastest-growing shopping mall chains in Latin America, Mallplaza was looking for a partner to help implement 360-degree marketing strategies across their property portfolio to ensure consistency across markets, while still developing a local flavour. The work will be led out of a centralised hub from Wunderman Thompson’s operations in Chile, with support from offices in Colombia and Peru, who have created a bespoke operating model to handle all of Mallplaza’s marketing needs.

Juan Pablo Jurado, CEO of Wunderman Thompson LATAM, said “We’re proud to have been appointed to lead the marketing and creative drive behind such a prominent brand as Mallplaza. It’s recognised for its economic, social, and environmental performance, and we’re looking forward to playing a part in expanding that even further in the years to come.”

The collaboration of the two brands signifies more than just an expansion of the brand’s communication strategy. It will comprise a transformation of Mallplaza’s business model so it can adapt to the needs and changes of each country’s market. Wunderman Thompson LATAM’s team of marketing and communication experts will support the brand in developing innovative and effective strategies to enable Mallplaza to achieve its growth and success goals across Chile, Peru, and Colombia.

Alexandra Vila, Mallplaza’s marketing and experience manager, commented “As our business transforms and expands, having the support of a strategic partner such as Wunderman Thompson signifies a turning point in the way we think and do things. We want to create and inspire, using our customers’ experiences and lives as a starting point. But we also want to find new ways to communicate to help us connect with our customers, while considering the divergent realities of the communities we operate in. We believe this is the only way to meet our business targets, while ensuring we meet the needs of our consumers and build effective value for the brand.”

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