Walker Media wins battle for pounds 21m centralised M&S brief

Walker Media has bagged the pounds 21 million Marks & Spencer centralised planning and buying account.

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

Optimedia.



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

other accounts.



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 business.



The lion’s share of the media budget has traditionally been spent on

press and distributed among the food, clothing, beauty and finance

sectors.



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 &

Spencer.



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

autumn.



Sherman is one of Walker Media’s three managing partners, alongside Jon

Horrocks and Steve Anderson. He reports to partners Christine Walker and

Phil Georgiadis.



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.



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