Macerich, an S&P 500 company, is one of the country’s leading owners, operators and developers of major retail real estate. Macerich currently owns 52 million square feet of real estate consisting primarily of interests in 48 regional shopping centers. Macerich specializes in successful retail properties in many of the country’s most attractive, densely populated markets with significant presence in the Pacific Rim, Arizona, Chicago and the Metro New York to Washington, DC corridor.
Panzano determined that the best way to show we understand the minds and needs of retailers was to prove we actually knew the retailers. We created a series of ads that featured Entrepreneurs, CEOs, and visionaries. We told their story, and not the story of Macerich. Through a series of interviews and portrait sessions, we created an ad campaign that delved into the personalities and unique characteristics of who each people was as a person, not as a business leader.
Allow the retailers to be the heroes of their own stories and show a human face.
In an industry that is often viewed as adversarial, we showed partnership.
What better message to send to retailers that Macerich understood them.