The campaign backs the launch of the retailer's spring and summer lines before the new TV ad drive, featuring the 'I'm a Celebrity... Get Me Out of Here!' runner-up Klass in her now infamous white bikini, breaks. This billboard campaign runs until February 26 and the TV campaign featuring Klass will rollout on March 26.
The latest work builds on the highly successful efforts already developed by Rainey Kelly Campbell Roalfe/Y&R, which have been held partly responsible for bringing the high street retailer back from the brink and as a result its profits are up.
Stuart Rose, the M&S chief executive, recently announced pre-tax profits of £405.1m, a 32.2% rise, for the six months to September 30. M&S spent £59.1m on marketing and promotions last year. However, Rose intimated that the large adspend was worth it, because items worn by models such as Lizzie Jagger have sold out in stores.
M&S was named Advertiser of the Year by Campaign for its combined efforts on promoting its food and clothing lines. Rainey Kelly also won the Grand Prix for its M&S campaign at the IPA effectiveness awards in November.