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Advertising fails to stave off continued decline at M&S

Marks & Spencer’s use of brand advertising for the first time this year has failed, in the short term at least, to stave off a continuing decline in sales in the run-up to the crucial Christmas period.

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LONDON (Brand Republic) – Marks & Spencer’s use of brand advertising for the first time this year has failed, in the short term at least, to stave off a continuing decline in sales in the run-up to the crucial Christmas period.

City reports suggest that food sales were up 3% in the week to November 19, but that increase was wiped out by a 9% decline in other areas. Analysts think clothes sales slipped 12%, putting the drop down to a combination of bad weather and the rail crisis.

The M&S campaign, launched at the beginning of September, featured a plump naked woman running through a field shouting, “I’m normal”. The campaign was created by Rainey Kelly Campbell Roalfe/Y&R.

The latest leak has seen senior M&S management respond by restricting the number of people who receive up-to-date sales figures, in a bid to cut down on embarrassing leaks to the press.

M&S refused to comment on the speculation and maintained it was concentrating on maximising Christmas sales.



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