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

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.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.