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: Marks & Spencer; Client: Marks and Spencer; Product Category: Retail (Department Stores) ; Retail (Clothing retailing) ; Retail (Food retailers - supermarkets, convenience stores, health food retailers); Agency: RKCR/Y&R; Author: Megan Thompson, Jonathon Neal, Sarah Threadgold, Sandra Lema Trillo; Prize Winners: Gold; Grand Prix (Adworks ref: Advertising Works 15)