Marks & Spencer - Your M&S

In spring 2004, consecutive sales declines and negative press coverage left M&S vulnerable to a second virtual take-over bid. In order to turn M&S fortunes around, communications needed to serve as a public declaration of M&S’s confidence and commitment to change and turn the tide of negative PR.

Since the launch, ‘Your M&S’ campaigns have generated over £6m worth of positive press coverage and contributed to over 18 million additional customer visits.

In spring 2006, M&S reported Q4 sales growth of 9.1% against a backdrop of total high street sales down 1.4% on the year. In Spring 2006 the M&S share price was just below £6 and M&S had the highest P/E multiplier of any FTSE 100 retailer.

For the complete case study visit the WARC website.

Marks & Spencer - Your M&S

This is not just advertising, this is Your M&S advertising: how confident communications helped restore public confidence in M&S

Databank.

Awards: 2006 IPA Effectiveness Awards, Grand Prix and Gold Award

Client: Marks & Spencer

Entrant: Rainey Kelly Campbell Roalfe Y&R

Authors: Megan Thompson, Jonathon Neal, Sarah Threadgould and Sandra Lema Trillo

Media used: TV, print, outdoor

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