The UK’s biggest retail property event business, GRO Retail, has appointed PR, influencer and social media agency Smoking Gun after a competitive pitch.
The partnership marks the latest client win for Smoking Gun’s growing B2B division, which also recently scooped the briefs for business acquisitions firm Hilton Smythe and the launch of Gary Neville’s Business of Football degree at University Academy 92.
The agency will be raising the profile of GRO Retail (formerly Completely Retail Marketplace) in the retail, property and franchise sectors ahead of its flagship networking event which takes place at Old Billingsgate Market in London on 30 September and 1 October.
Caroline Aspinall, Smoking Gun’s commercial director and head of B2B, said: “We join GRO Retail at a defining moment as it launches its rebrand. Our strategic storytelling and creative PR approach will be key to showcasing GRO’s personality and propelling the team towards achieving their commercial goals.”
GRO Retail is the UK’s largest retail property marketplace, bringing together thousands of decision-makers from retail, hospitality and leisure brands, landlords, agents, developers, franchise operators, shopping centre owners, consultants and service providers. It is the leading business meetings facilitator for the UK’s retail property sector.
Rebecca Sawyer, managing director of GRO Retail (pictured), said: “Our ambitions were matched with Smoking Gun, who combined a clear understanding of our business objectives with the bravery to challenge sector norms to stand out as our agency. They will be crucial to cementing our positioning as we take our brand forward into the market and already feel like a valuable extension to our team.”
Smoking Gun is the agency for ballsy brands with brains, working with major organisations including Philips, Alton Towers Resort, American Golf, Brother and Best Western Hotels to drive publicity, change perception and persuade audiences to act.
Its strategic planning division, the Intention Unit, delivers research-led consultancy combined with best-in-class storytelling, channel expertise and intelligent measurement to drive business impact for clients. It’s an approach which has seen the agency win 100 peer judged industry awards, including eight global effectiveness gongs.
