M&S jumps into bed with Mother for clothing brief

M&SMarks & Spencer has appointed a new agency to handle its UK clothing business as part of plans to transform style perceptions of the brand by improving the look and feel of its marketing while building a customer-centric strategy.

To service the account, Mother Family has built an integrated team in London, drawn from Mother Design and Mother London, to bring together the strategy, creative and design teams and get them working closer together.

Two weeks ago the retailer parted ways with House 337, although it does have its own in-house agency. The appointment follows a process led by M&S which did not include a full creative pitch.

Consequently, the account win fall in line with Mother’s new ‘Pitch It Forward’ promise, launched in June 2022, aimed at streamlining the number of pitches the agency undertakes.

The idea is to donate Mother’s first-year profits to a not-for-profit partner organisation from all new retained clients that eschew a full creative pitch and choose to appoint Mother after a chemistry meeting.

The organisation to receive the funds at the end of the first year will be jointly selected by Mother and M&S in the coming months.

M&S marketing director for clothing and home Anna Braithwaite said: “At M&S we’ve made no secret that we’re on a journey to reaffirm style credentials – and how we reach and connect with our customers plays a pivotal role in driving reappraisal and building fashion fame.

“We’ve made real progress since the journey began, but now is the right time to bring on a new creative partner to increase the momentum and support us through this crucial next phase of our transformation.

“Mother’s unrivalled track record in developing brands that form part of the nation’s cultural fabric made the appointment a very easy decision. We look forward to working with the Mother Family to create transformative and culturally relevant campaigns that inspire the nation.”

Mother Design partner Kathryn Jubrail added: “M&S is a much-loved brand with a special place in the hearts of many. It’s also a business with the drive to do and be better.

“Having the opportunity to make a positive impact on every element of the clothing business – from product and store experience through to brand marketing – is going to push our creative thinking in new directions.”

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