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Centrepoint embraces family and fashion in new positioning

Impact BBDO effects transition to ‘Family. Fashion. One Destination’ from ‘Four Great Brands..One Destination’.

Fashion retailer Centrepoint has adopted a new communication platform, shifting from ‘Four Great Brands…One Destination’ to ‘Family. Fashion. One Destination’.

The four brands under the Centrepoint umbrella are Baby Shop, Splash, Shoe Mart and Lifestyle. Centrepoint has 109 stores across UAE, Saudi Arabia, Kuwait, Oman, Bahrain, Qatar, Jordan, Egypt, Libya and Lebanon.

The new positioning was developed by Impact BBDO, in a process that has taken five months.

Saurabh Dahiya, planning director, Impact BBDO and Proximity Dubai, said, “Centrepoint has gr

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