'Your M&S' picks up IPA Effectiveness Grand Prix

Marks & Spencer has won the highest accolade at this year's IPA Effectiveness Awards for its 'Your M&S' campaign, created by RKCR/Y&R.

The work, which scooped the Grand Prix, was credited with helping to spark more than 18m additional customer visits. The company's fourth-quarter sales for 2005 were up 9.1% year on year against an overall decline of 1.4% in total high-street sales.

M&S' 'Not just food' campaign features the voice of Irish actress Dervla Kirwan, while its fashion ads star the models Twiggy, Elizabeth Jagger and Erin O'Connor. Its latest drive, for M&S Money's &more credit card, broke last month and features Jodie Kidd.

RCKR/Y&R also won gold for a vehicle crime-prevention campaign for the Home Office. Other gold-award winners were DDB London, with MediaCom, for VW Golf; Leo Burnett for P&G's Naturella; Proximity London for the BBC's TV-licensing campaign; and VCCP, with ZenithOptimedia, Archibald Ingall Stretton and Lambie-Nairn, for their work on O2 UK.

Retail's grande dame back on top, page 16.

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