Described from the perspective of integrated communications consultancy Innesco, this chapter focuses on the changing retail and commercial sectors and shows how communications professionals are able to input into the design and development process, influencing the product in such a way that it then lends itself to successful PR. It emphasises the importance of research to inform creative thinking, of a strategic approach and of the benefits of evaluation.

Dan is the founder of INNESCO. He has worked in real estate and the built environment for over 25 years, spent entirely in an agency environment aside from the first year after graduating which he spent working in the real estate planning team at what is now AXA. He works to articulate success, build reputations, trigger business growth and drive asset value. He and the wider INNESCO business have gained the trust of numerous property clients including AXA, Blackrock, Brookfield, Capital & Regional, CBREi, AlliedLondon, Hammerson, Hermes, HINES, Landsec, Bouygues, Pradera, Delancey, IKEA Centres, Stanhope, intu Spain, British Land, MAPIC, Westfield, Tesco, The Crown Estate, and The Wellcome Trust.