The retailer has tasked iCrossing to lead its global SEO account and wants to further integrate SEO with all its digital activity in the UK and international markets.
It follows M&S’ decision in February to part ways with AKQA, which handled its digital activity. The bulk of the digital work moved across to Rainey Kelly Campbell Roalfe/Y&R, M&S’ retained creative agency.
This month Steve Rowe took charge of M&S as chief executive. The former executive director of general merchandise was promoted and took over from Marc Bolland.
Mindshare has handled M&S’ media planning and buying since winning the account in 2014.