Additional Information


Content

Marks & Spencer opens talks with agencies over CRM task

Marks & Spencer is seeking an agency to handle its CRM account.

M&S: moving away from celebrity fronted campaigns

M&S: moving away from celebrity fronted campaigns

Share this article

The retailer has approached a number of agencies directly ahead of a pitch process.

M&S appointed CMW as its last retained direct marketing agency in 2008 after a pitch. However, the agency has not worked with the retailer for the past couple of years, after M&S brought its CRM activity in-house.

Last month, the retailer moved further away from celebrity fronted marketing, such as the Rosie Huntington-Whiteley 2012 lingerie campaign, when it unveiled its first seasonal outdoor brand campaign for three years. Created by Rainey Kelly Campbell Roalfe/Y&R, the ads aimed to demonstrate the retailer’s "craftsmanship and innovation".

The M&S Christmas campaign, "the greatest hits", showed a range of M&S products including shoes, toiletries and kidswear, marking a shift from the 2011 campaign starring contestants from The X Factor. The retailer has also focused much of its marketing activity on digital, using social media.

The winning agency will work alongside the retailer’s advertising agency, RKCR/Y&R, and its media agency, Walker Media.

This article was first published on campaignlive.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

Back to top ^