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  • Skye Revell

PRESS RELEASE: ATYPICAL and Phillips Edison & Company Wins a Gold ICSC MAXI Award in Innovation

August 2020, New York - ATYPICAL is thrilled to announce their recognition as GOLD MAXI Award winners in partnership with Phillips Edison & Company (“PECO”) in the Innovation category.

The award, a partnership between marketing and leasing, acknowledges the team’s innovative and atypical approach to the development of a series of digital marketing campaigns aimed at generating qualified leads for the PECO leasing team.

The MAXI Awards showcase the creative and innovative practices that paint the picture for the future of the industry, highlighting the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centers and companies throughout the United States and Canada.

The PECO in-house Marketing & Leasing teams took a unique approach to their digital advertising by collaborating with ATYPICAL to conceptualize a campaign that focused on what would inspire and resonate with their target audiences and incite them to take action. The campaign utilized the latest marketing technologies to capture and convert qualified leads delivering results that exceeded expectations.

“Approaching the campaign conceptualization process with a very targeted audience and using data throughout the process allowed us to create a very impactful campaign,” said Cherilyn Megill, Senior Vice President, Chief Marketing Officer at PECO.

“We are extremely proud to accept this award in partnership with Phillips Edison. The campaign showcased the power of lateral thinking, collaborative teamwork, and the significance of understanding your audiences’ psyche.” said Mark Kalkwarf, CEO of ATYPICAL.


ATYPICAL different from all others of the same type) is a full-service sales marketing agency working exclusively in the Commercial Real Estate (CRE)space. They combine their technology background, marketing know-how and real estate experience to boost adoption in the real estate industry. ATYPICAL provides consulting on sales marketing strategies, dedicated teams to help execute these strategies and award winning, targeted marketing campaigns.

About Phillips Edison & Company

Phillips Edison &Company, Inc. (“PECO”), an internally-managed REIT, is one of the nation’s largest owners and operators of grocery-anchored shopping centers. PECO’s diversified portfolio of well-occupied neighborhood shopping centers features a mix of national and regional retailers selling necessity-based goods and services in fundamentally strong markets throughout the United States. Through its vertically-integrated operating platform, the Company manages a portfolio of 312 properties, including 285 wholly-owned properties comprising approximately 31.9 million square feet across 31 states (as of March 31, 2020).


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