Marks & Spencer has picked TBWA/GGT Direct to handle the launch of
its credit and loyalty card later this year, following a competitive
The business will focus on targeting five million M&S Chargecard holders
with details of the new product. The card will offer credit to customers
and loyalty points that can be spent in M&S stores.
M&S has been planning a loyalty scheme for some time and last year
appointed WWAV Rapp Collins to work on a launch. However, as wider
issues at the retailer took hold, that scheme was delayed.
The card is a joint launch between M&S Financial Services and the retail
side of the group. M&S Financial Services recently appointed Liquid
Communications to handle its upgradeyourcar.com service. Other roster
agencies are Bates UK and Black Sheep.
Rainey Kelly Campbell Roalfe/Y&R is M&S's creative agency for the retail
side of the business. However, after considering an above-the-line
launch for the card, M&S has finally settled on opening with direct
M&S, which has only recently accepted credit card transactions in its
stores, is a late adopter of a loyalty programme. Other retailers, such
as Tesco and Sainsbury's, have had them in place for several years. The
TBWA/GGT Direct account is likely to grow as M&S begins collecting
customer data and targeting shoppers with offers.
Mike Cornwell, the chief executive of TBWA/GGT Direct, refused to