With curated shops, TV offers and influencer collaborations excessive on the agenda, top marketer Anna Braithwaite admits M&S nonetheless has “an extended approach to go”.
Three years into its transformation programme, Marks & Spencer is focusing all its advertising efforts on its plan to “win on model” by means of curated shops, TV tie-ups and investing in influencers.
Chatting with Advertising Week on the launch final night time (10 September) of its new tv sequence ‘M&S: Gown The Nation’, in partnership with ITV, advertising director for M&S clothes and residential Anna Braithwaite explains the present has come “on the proper time within the M&S journey”, because the retailer makes an attempt to get clients to “reappraise” what it stands for.
“We’re all the time looking out for brand new concepts the place we will interact with clients. Clients love seeing what goes on behind the scenes, and there are such a lot of implausible issues occurring,” she says.
“We love design, we love nurturing and we’re main on sustainability. True innovation is constantly a part of our tradition, and if we don’t win on model, it’s exhausting for us to win on anything.”
