Is it me or is the knicker king knackered? Is it guilty of
Has Marks lost its sparks?
Marks & Spencer began with a simple market stall in Leeds. A legend
Value, quality and genius.
But has its direction got lost in the carpet pile in the Baker Street
headquarters? For years M&S has rejected big adspends.
No advertising agency planning, no credit cards, no loyalty programmes,
no clever promotions, no big ideas, not much hope.
Bill Gates has said that at Microsoft they believe they are always only
two years away from failure. If Bill Gates feels like this, how should
the rest of us feel?
Did the M&S downward gloom start a dozen years or more ago when its
stores (don’t they remind you of the old East Germany?) failed to move
quickly enough to out of town sites?
The retailer has never had any media voice in the marketplace.
Unfortunately, instead of rewarding agencies over the years, M&S is
probably now being ripped off by management consultants. Vultures who
charge outrageous fees.
’Go for a merger and become a global brand,’ says the corporate
Sorry folks, you’ll be the junior partner under someone who knows what
it takes to be a contemporary retailer.
’Get going on the web,’ says the techno clown.
Sorry chaps, the shareholders need dividends not home deliveries.
Wouldn’t M&S’s share price be touching seven quid or more if over the
past ten years, it had ’a share of voice’ budget, a good agency partner,
compelling creative work? Great advertising works, ignore it at your
So raise your glasses in the pub tonight.
The toast is to the brand who thought it was too good to communicate its