M&S's top marketer on why he wants the brand to be "pioneering in culture" with radical new campaign
Marks and Spencer (M&S) has embarked on what it describes as a ‘radical departure’ from its usual advertising efforts with a campaign that unites its food and clothing divisions under one somewhat ambiguous tagline – ‘Spend it Well’ – for the first time.
First and foremost, M&S wants to be seen as being “bolder” and “leading on cultural issues” with the marketing refresh. The retailer’s top marketer said he sees the new ‘Spend it Well’ positioning to be more of a “brand philosophy” that encourages customers to only spend time on quality experiences, people and things that really matter.
“It’s a value Read full story ›
Source: The Drum
