Walker Media has bagged the pounds 21 million Marks & Spencer
centralised planning and buying account.
The agency battled it out in the final round with incumbent
OMD and MindShare were knocked out at an earlier stage.
Andrew Sherman, managing partner, will oversee the account at Walker
Media, assisted by a team of planners and buyers who will be pooled from
Sherman said he was waiting to be debriefed by the client on the exact
media and brand plans. He added that the immediate requirement was to
launch a branding campaign, scheduled to break this autumn.
Planning and buying had previously been split between Optimedia, which
handled the food account, and OMD, which was in charge of the rest of
The lion’s share of the media budget has traditionally been spent on
press and distributed among the food, clothing, beauty and finance
Sherman confirmed he would discuss online strategy with the client.
Rainey Kelly Campbell Roalfe/Y&R was appointed in April as the
centralised creative agency. It was handed the task of reinventing the
brand to help halt a recent decline in sales and boost the retailer’s
profile in the City.
The new branding was unveiled in March and included a new Marks &
Spencer logo in a lighter shade of green.
The St Michael brand name was also dropped in favour of Marks &
In April, Marks & Spencer signed a partnership with the online marketing
specialist Talkcast to explore new-media options and develop products
for the advertiser. These focus on telecommunications and digital
services such as WAP.
The first of the new offerings by Talkcast is expected to launch by the
Sherman is one of Walker Media’s three managing partners, alongside Jon
Horrocks and Steve Anderson. He reports to partners Christine Walker and
He is responsible for Chrysalis Radio, Asprey & Garrard, IPC’s tx
division -which publishes TV Times, TV & Satellite Week and What’s on
TV? - and Sainsbury’s Bank.