Steve’s breakdown: “Shopping destination Bluewater is understood to be in talks with consumer agencies as it faces increased competition from Westfield’s Shepherd’s Bush and Stratford City centres.”

KENT, UK: Bluewater is believed to have held talks with a number of consumer agencies to discuss a brief that will focus on promoting the centre’s offerings in fashion and general retail to consumers, while also handling crisis comms.

It is not thought that Bluewater has an incumbent agency. Bluewater refused to comment or confirm the process.

The news comes as the Kent shopping centre’s popularity is increasingly under threat from Westfield.

Around 500,000 people per week shop at Bluewater, the UK’s fourth-largest shopping destination, while Westfield’s newest London shopping centre, Stratford City, is visited by more than 800,000 shoppers each week.

Bluewater faces further competition this summer as Westfield Stratford is expected to capture most of London 2012’s shopping custom. Westfield is also planning to open a third London shopping destination in Croydon, further increasing its dominance in the city.

Cake launched Westfield Stratford City last year. The retailer later appointed The Red Consultancy to promote its shopping centre as a place where brands can advertise to customers.

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