M&S launches first campaign by Odd

Retailer appointed fashion specialist earlier this year after separating clothing and home business from food account.

M&S: models include McClure (top row, left) and Willoughby (top, right)
M&S: models include McClure (top row, left) and Willoughby (top, right)

Marks & Spencer has launched its first work from newly appointed agency Odd with a style-led campaign across print, digital, out-of-home and social media, featuring celebrities including Holly Willoughby and Line of Duty star Vicky McClure.

The retailer described the campaign for its autumn/winter ranges as "a true celebration of women and inclusive design". It features items such as an oversized aviator jacket and a printed midi dress, alongisde basics including denim.

As well as McClure and Willoughby – who has worked with M&S since last year – the activity also stars model Ariish Wol and influencer Clemmie Hooper.

The art director is Emma Jordan, the photographer is Sean Thomas, the production company is The Production Factory / My Brother Bob and the media agency is Mindshare.

Nathan Ansell, marketing director for clothing and home at M&S, said: "For autumn, we wanted to move our womenswear collections in an optimistic new direction, celebrating what M&S really means to modern women today. Inclusive and versatile, this campaign is about making the every day extra special."

Nick Stickland, founder and executive creative director at Odd, added: "Everyone in Great Britain deserves good style. And with M&S sewn into the fabric of wardrobes up and down the country, who better to show the positive impact it can have on women everywhere, every day."

Odd was appointed to the M&S clothing and home ad account in March after winning a five-way pitch against M&C Saatchi, Pablo, The & Partnership and Uncommon Creative Studio. M&S continues to work with Grey London on its food advertising.

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