Mindshare UK makes it two out of two with M&S win

WPP Media agency Mindshare UK has secured its second account without a pitch in just over week after Marks & Spencer extended the media agency’s contract once more, building on a relationship that goes back to 2014.

It is claimed the move, which follows the renewal of partnership with cereal giant Weetabix without a pitch, “reinforces the trust and effectiveness the partnership has built over a decade”. It means Mindshare UK will continue to handle media for M&S Food, M&S Fashion, Home and Beauty and the M&S masterbrand.

The brief includes all advertising channels, including social and digital, as well as modelling capabilities and SEO for Fashion, Home and Beauty UK and international business.

Over the past decade, Mindshare UK has played a pivotal role in contributing to the growth of M&S. In 2023, the agency executed Marks & Spencer’s best performing Christmas campaign in 14 years, and was recognised in multiple award programmes.

The partnership saw them team up M&S with ITV, for a number of successful campaigns over the last six years, including broadening M&S’ appeal by embedding it into family viewing through a partnership with Britain’s Got Talent.

Most recently, Mindshare UK played a key role in landing and advising on a partnership between M&S Fashion, Home and Beauty and Channel 4 to co-create the ad-funded series New Model Agency, a documentary that offers a fresh perspective on the fashion industry.

Mindshare UK also handled the media placement for M&S Food’s Farm to Foodhall campaign. The latest ad launched last month and celebrates the best of British produce, with M&S chef ambassador and Michelin Starred Chef Tom Kerridge visiting M&S Select Farmers Sarah and Bryan Neaves at Little Sharsted Farm in Kent.

M&S director of loyalty, fashion, home and beauty marketing and Masterbrand Sharry Cramond said: “Mindshare UK has supported us in broadening our appeal as we continue to reshape M&S for growth.

Mindshare has consistently been creative in its output – helping us think differently about the channels we invest in and which product offerings and services are the most appropriate to target both new and existing customers. We really value Mindshare as our media agency and look forward to the next few years in terms of strategic output and growth.”

Mindshare UK chief executive Jem Lloyd-Williams added: “We are incredibly proud of our decade-long partnership with M&S. Over the years, we have collaborated on multiple campaigns that have helped change the perception of M&S and broadened its audience.

“Our approach has helped grow one of Britain’s most beloved brands and develop relationships with younger audiences, as well as long-time customers. As we begin the next chapter in our relationship, we look forward to collaborating on even more campaigns that help to create meaningful and genuine connections with many more British consumers.”