The brand alliance team will offer brands the opportunity to showcase themselves in a concentrated consumer environment through a range of activities, including experiential events.
The team will draw on a catchment population of 5.7 million people with an estimated weighted retail spend of more that £3bn.
"Westfield is a premium brand at the forefront of retail and consumer behaviour and as such we understand the increasing importance of experiential multi-faceted promotional activity," said Westfield director of operations Bill Giouroukos.
"By creating semi-permanent zones, developing brad presence across the customer journey and utilising all of the channels available to us, we are able to introduce brand focused, experience-based retail environments which convert interest into sales and facilitate emotional engagement between a brand and a large captive consumer audience," he added.
Westfield’s UK shopping centres currently attract 125 million customer visits every year. This figure is set to rise when Westfield Stratford City opens in September next year.
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