Marks & Spencer: This is not just advertising - IPA Effectiveness Awards Case Study 2006

Brief Description: In spring 2004, consecutive sales declines and negative press coverage left M&S vulnerable to a second virtual take-over bid. In order to turn M&S fortunes around, communications needed to serve as a public declaration of M&S's confidence and commitment to change and turn the tide of negative PR. Since the launch, 'Your M&S' campaigns have generated over £6m worth of positive press coverage and contributed to over 18million additional customer visits. In spring 2006, M&S reported Q4 sales growth of 9.1% against a backdrop of total high street sales down 1.4% on the year. In Spring 2006 the M&S share price was just below £6 and M&S had the highest P/E multiplier of any FTSE 100 retailer ;---(TAGS)--- Full Title: This is not just advertising, this is your M&S advertising. How confident communications helped restore public confidence in M&S ; Number: 2006/22 ; Brand Name: Marks & Spencer ; Client: Marks And Spencer ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Retail (Department stores) ; Retail (Clothing retailing) ; Agency: RKCR/Y&R ; Author: Megan Thompson, Jonathon Neal, Sarah Threadgold, Sandra Lema Trillo ;