Taubman taps Weber Shandwick for region

Taubman, one of the world's largest shopping mall real estate investment trusts, launched its Asian operation in early 2005. In Asia it has already announced its involvement in the retail component of Korea's US$20 billion New Songdo City Project -- a massive development that will eventually house 250,000 people and offer 100 million square feet of commercial real estate. The decision to partner with Weber Shandwick, meanwhile, is a first for the company, which has traditionally shied away from retainer PR arrangements. As a key component of the Harrah's Entertainment/Keppel Land bid for Singapore's Marina South Integrated Resort (IR) site, the developer is looking to build its profile in the region, and is also eyeing the markets of India, China and Japan. According to Taubman Asia president Morgan Parker, who was recruited to lead the Hong Kong-based operation last year, the retention of Weber Shandwick -- after considering a number of other international agencies -- reflects the brand's relatively low profile in the region among its key retailer audience. "Having led the US shopping centre industry for 50 years, we have a significant profile in our domestic market," said Parker. "However, we need to build awareness and understanding of the Taubman brand within Asia." Parker added that Taubman's key goals in Asia were to own, manage, develop and acquire high-quality and sustainable real estate projects in Asia. "As a pioneer of the US shopping centre industry, Taubman is well-positioned... to capitalise on the burgeoning opportunities in Asia and lead the development of the shopping centre industry in the region," explained Parker. "Communicating this message through our PR strategy will be integral to our success in this region." According to newly-promoted Weber Shandwick senior vice-president Albert Shu, Taubman will broadly focus on the higher end of the retail market, where shopping malls lease space, rather than selling it. "Taubman shopping centres not only bring profits to retailers and investors, but also become community icons as a meeting place for and a communication vehicle to the public," he said.