“In reality, this has been one of the more advertising led recovery stories we’ve watched and it’s working” - Rod Whitehouse, Deutsche Bank, ‘No Ordinary Recovery’
This is the story of how communications changed the public face of a very public company. M&S is a national institution and speculating on its fortunes is a national pastime:
“The curious thing about M&S is how much we know and care about it. It’s more than just another department store. We follow its ups and downs almost as if it were part of our extended family” - Justine Picardie, The Telegraph, April 14 2006
Back in April 2004, things were looking down at M&S. Consecutive sales declines and continual negative PR had led to a total loss of confidence in the brand.
Two years on, and M&S smashed City expectations by announcing Q4 sales growth of 9.1% against a backdrop of total March UK high street sales down 1.4% on the year.
This case study explores the role in which communications from RKCR Y&R have played in that turn-around. It shows how, as one of the fastest levers new management could pull, communications first acted as a public declaration of corporate intent.
It then shows how, as product started to improve, communications changed the lens through which the public (including journalists and City analysts) viewed the product, by restoring confidence in the M&S brand.
Click below to read the full article, ‘This is not Just Advertising. This is Your M&S Advertising’.
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