M&S ads dump celebs for 'every woman'
Marks & Spencer will eschew celebrities and feature women of all ages and sizes for its upcoming autumn brand television campaign.
Creative for the 'For Every Woman You Are' campaign will launch on 3 September and star ordinary models, including size 16 and older women.
It is understood the focus will be on "variation" as the retailer hopes to appeal to its broad customer base – 21 million visitors enter its stores each week.
The campaign will also have augmented reality technology from Aurasma integrated into its activity as the retailer attempts to experiment with new technology.
The retailer will continue to use celebrities for its individual clothing sub-brands. Rosie Huntington-Whiteley will be used in Autograph campaigns and is currently starring in a press campaign in publications, including Stylist, for her own lingerie range.
M&S unveiled the model's collection at yesterday’s (29 August) opening of the Cheshire Oaks store.
Twiggy will feature in campaigns for M&S Woman and Jamie Redknapp will continue to star in M&S Man activity.
M&S is committed to keeping celebrities in its individual brand campaigns to fit in with chief executive Marc Bolland’s ambitions to build a distinct personality for each sub-brand.
It is believed the retailer is avoiding the use of celebrities in the yet-to-be launched autumn brand campaign because customers have told M&S there should be more focus on the product.
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Account Director Major Players £250 - £350 per day, West London
- Senior Packaging Artworker - FMCG Twist Recruitment £35000 - £45000 per annum + BENEFITS AND BONUS SCHEME, West End
- The rear of the Apple Watch is more interesting than the face
- Channel 4 to drop 4oD for digital service All 4
- Guardian launches three-tier membership scheme
- FT to reveal first design overhaul in seven years
- David Hasselhoff to join Sorrell, Naughton and Shing at IAB Engage 2014
- Sky boosts Sky AdSmart's targeting capabilities for advertisers