Global growth consultancy Penso has won a competitive pitch to build and manage the omni-channel marketing experience for Yas Mall in Abu Dhabi. In May 2016, Penso was appointed by asset management business Miral to handle social media, content data and digital for Yas Island.

The digital and content brief will see Penso use data to drive a deep understanding of the mall’s customers and brands in order to build an end-to-end retail experience.

Penso will manage digital strategy, content, CX, marketing automation, data, analytics, design and development of digital platforms, social, content creation, insights and reporting.

Darius LaBelle, general manager, Penso, says in a statement: “Retail is changing rapidly as people are buying in different ways. We want to bring to life a vision of ‘total-retail’ and will work with Yas Mall to build an end to end customer experience that drives greater awareness of the fantastic mall, give visitors a wonderful, personalized experience, and ensure that they enjoy their time exploring, buying, eating and being entertained. We will deliver this with strategy, content, digital, technology, data and design – all underpinned by marketing science. We are excited to be partnering with excellent marketers and other leading agencies to bring this to life.”

Pamela Bryson, vice-president of marketing at Aldar, adds: “We selected Penso because of their insights around consubehavioriour and ability to create agile platforms that leverage marketing automation and data to drive creative outcomes. We look forward to working with them to deliver a seamless experience to our customers at Yas Mall.”