M&S appoints Rainey Kelly to pounds 27m account

Rainey Kelly Campbell Roalfe/Y&R has pulled off its first major victory since last year’s merger by beating BMP DDB to the pounds 27 million Marks & Spencer advertising account.

Rainey Kelly Campbell Roalfe/Y&R has pulled off its first major

victory since last year’s merger by beating BMP DDB to the pounds 27

million Marks & Spencer advertising account.



Marks & Spencer has appointed Rainey Kelly to mastermind a

through-the-line campaign, comprising everything from TV advertising to

in-store promotions and point of sale.



Elements of the new initiative will begin to roll out within the next

few weeks, but a full-scale advertising burst is not expected until the

early autumn.



Alan McWalter, the marketing director of Marks & Spencer, said: ’Rainey

Kelly has demonstrated dynamic new thinking, conviction and energy and

is fired up to get to work. This relationship will be fundamental in

helping to build the Marks & Spencer brand for the future.’



Rainey Kelly has little retail experience but has worked on the shaping

of major British brands such as Virgin and Times Newspapers.



MT Rainey, a partner at the agency, said: ’The team has put a tremendous

amount of work into what was a complex brief. We are passionate about

Marks & Spencer and believe we can play a positive part in helping

re-establish the brand in the hearts and minds of the British

public.’



Rainey Kelly is expected to come up with a new strapline for Marks &

Spencer to rival Tesco’s ’every little helps’ in the minds of the

British public.



Rainey added: ’We will create a visible conversation with the British

public. Marks & Spencer is open to change.’



The international retailer, which has 297 stores in the UK, has not

previously created an umbrella branding campaign. Bartle Bogle Hegarty

created a Christmas food campaign, while BMP 4 handled the rest of the

business.



Media buying for Marks & Spencer will be decided after a pitch between

the joint incumbents on the business, Optimedia and OMD UK.