TBWA GGT Direct appointed to launch M&S credit cards

Marks & Spencer has picked TBWA/GGT Direct to handle the launch of

its credit and loyalty card later this year, following a competitive

pitch.



The business will focus on targeting five million M&S Chargecard holders

with details of the new product. The card will offer credit to customers

and loyalty points that can be spent in M&S stores.



M&S has been planning a loyalty scheme for some time and last year

appointed WWAV Rapp Collins to work on a launch. However, as wider

issues at the retailer took hold, that scheme was delayed.



The card is a joint launch between M&S Financial Services and the retail

side of the group. M&S Financial Services recently appointed Liquid

Communications to handle its upgradeyourcar.com service. Other roster

agencies are Bates UK and Black Sheep.



Rainey Kelly Campbell Roalfe/Y&R is M&S's creative agency for the retail

side of the business. However, after considering an above-the-line

launch for the card, M&S has finally settled on opening with direct

marketing.



M&S, which has only recently accepted credit card transactions in its

stores, is a late adopter of a loyalty programme. Other retailers, such

as Tesco and Sainsbury's, have had them in place for several years. The

TBWA/GGT Direct account is likely to grow as M&S begins collecting

customer data and targeting shoppers with offers.



Mike Cornwell, the chief executive of TBWA/GGT Direct, refused to

comment.



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