Shaken & Stirred - Influential Brand Profiling and Positioning

RBH launches new ‘shop every corner’ creative campaign for Mell Square

RBH Creative Communications Agency was appointed to deliver PR, Marketing and Social Media for Mell Square Shopping Centre and its 90 retailers in July this year. The appointment was the result of a competitive pitch process with multiple agencies which saw Mell Square owners, I.M. Properties, award the sought-after contract to RBH.

With over 90 retailers in the heart of Solihull Town Centre, Mell Square isn’t your regular shopping centre, or for that matter even your regular square. To encourage consumers to reappraise Mell Square and explore all that it has to offer RBH has created a new campaign to inspire customers to ‘Shop Every Corner’.

The campaign aims to highlight high street names and independent retailers alike by suggesting visitors to Solihull look beyond the central square to discover hidden gems and favourite brands. The creative includes corner devices from the Mell Square logo which become the headlines, creating a neat mnemonic visual device that is consistent across all marketing materials, allowing for the broad retail offering to be communicated in a playful way which reinforces the positioning of ‘Shop Every Corner’.

Clean and impactful imagery is used to showcase the depth and breadth of the Mell Square retail mix and will be rolled out in the town centre, as well as on the Mell Square website, social channels, email and PR.

Angel Gibbons, Agency Partner for RBH said “Not everyone is aware that Mell Square has 90 retailers and is so much more than just the central square in Solihull Town Centre. Our first challenge was to develop a concept that communicates the huge amount of choice available to shoppers, whether they’re looking for fashion, homeware, beauty or dining. We believe the Shop Every Corner creative communicates this in a way that is both thought provoking and easy to understand.”

Rob Hemus, Asset Manager for Mell Square Shopping Centre said: “The reason we appointed RBH was due to their fantastic ideas and strong creative, they have really delivered with the Shop Every Corner campaign and we can’t wait to use it as a tool to communicate all that Mell Square has to offer. We really would encourage visitors to Shop Every Corner!”

You’ll find everything you need to know about Mell Square Shopping Centre and its 90 plus retailers, from high street brands to independents, at