M&S hands international digital ad business to NMPi

M&SMarks & Spencer has expanded its relationship with digital agency NMPi by awarding it a brief to deliver its social and display advertising across 34 international markets, just four months after appointing the business to handle its UK paid-search account.

The task, which was previously handled by Mindshare, was won following a competitive pitch.

NMPi will now work on increasing brand awareness for M&S in international territories, focusing on expanding its online traffic to dedicated ecommerce sites and growing footfall in local stores.

Key markets include the US, Canada, France, Spain, Germany, Italy and Japan. NMPi has offices in the UK, Netherlands, Switzerland, South Africa, Singapore, Malaysia, Australia and the US.

The retailer’s international division is only a tenth of the size of its UK business, however; in its recent half-year review M&S reported that UK revenue was down 2.1% to £4.5bn, while international sales were down 1.7% to £451m.

M&S international digital marketing manager Amy-Claire Short said: “When operating at an international level, we need to make sure that we remain relevant in the different markets, which involves telling customers within local markets about Marks & Spencer’s long-standing heritage and values, along with highlighting the quality and style of our clothing & home products.

“We’ve already been incredibly impressed by NMPi’s work in the UK so are excited to be working with them on a global level to raise the awareness of the brand.”

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