New M&S creative agency aims to give boost to fashion ops

As it continues to work through its turnaround, M&S has sometimes looked to be deprioritising fashion compared to food, but now the retail giant has appointed a new creative agency to give a boost to its Clothing & Home (C&H) division.


M&S


The move, which could go some way to soothing concerns over its commitment to fashion, sees independent agency ODD becoming C&H’s lead agency. It comes after the company announced earlier this year that it would split its food and non-food marketing approach.

That leaves the food ops with agency Grey London, which had held the joint food and C&H account for some time. But what does it mean for fashion’s marketing under its new creative leadership?

The retailer’s C&H marketing director Nathan Ansell told The Drum that the brand needed "more targeted, inspirational and relevant customer marketing" to help reinforce its status as a fashion destination as well as a place for millennials to buy their homewares.

"As part of this it’s important we have the right creative agency support, so we’re delighted to have appointed ODD, where the team has real expertise in clothing and home marketing," he added.

He said the company wants to build on the impact it has made already with its Holly Willoughby-linked marketing, continuing with the Holly’s Must-Haves concept and using data more effectively for cross-channel campaigns. 

The new approach comes after chief marketing officer Patrick Bousquet-Chavanne left last year to be replaced by Ansell on C&H and Sharry Cramond for food. 

It’s a reflection of the slow turnaround M&S has seen in its fashion ops and the need to generate some excitement around the brand’s clothing. 

ODD certainly has the credentials to inject more excitement into the operation and the 15-year-old agency has plenty of fashion experience with River Island, Dr Martens, Primark and Levi's on its client list.

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