Marks & Spencer is moving its advertising business to Grey London, after
16 years with its previous agency, AKQA, who looked after digital, while
its advertising was look after by Rainey Kelly Campbell Roalfe/Y&R.
Marks & Spencer is one of the most coveted campaign clients in the
business, an account worth an estimated 60 million pounds per year, and
will be a coup for Grey London, whose pitch beat agencies including VCCP,
CHI & Partners and previous agency Rainey Kelly Campbell Roalfe/Y&R.
According to CampaignLive, the pitch was open to agencies in which WPP (a
British multinational advertising and public relations company) has a stake
following intervention from chief executive Sir Martin Sorrell.
Bousquet-Chavanne, executive director of customer, marketing and M&S.com,
said: “Putting our customers at the heart of everything we do is central to
every decision we make as a business. Following the competitive pitch
process we’re delighted to announce we’re working with Grey as our fully
integrated agency. Grey will help us engage with customers across all our
channels – in-store, digital and mobile and our members club – Sparks.”
Grey London’s CEO Leo Rayman, who was appointed in June, stated: “This is a
defining moment… we’ve been after a marquee retailer for a number of years,
and they don’t come more famed, more loved and bursting with opportunity
than M&S. We’ve championed integration across our clients for a long time
but in many ways this win is the zenith of it. To bring advertising and
digital together under one roof for one of the biggest retailers in the
country sets a new benchmark, not just for us but for the industry.
The decision is a major blow to RKCR/Y&R, which has already lost a number
of major accounts in recent years including Virgin Atlantic, Lloyds,
Vodafone (to Grey), Land Rover and Premier Inn.
Jon Sharpe, who took over from Ben Kay as chief executive of RKCR/Y&R in
December last year, said: “We’re sad to see the end of our 16-year creative
partnership with M&S. Together, we undeniably built one of Britain’s most
loved and iconic brands and consistently we created award-winning work that
has redefined retail advertising.
“Having welcomed new talent and many great new clients through our doors
this past year including TUI, Chanel and Premier League, we’re looking
forward to moving onwards and upwards. We wish M&S every success in future.”
Photo credit: M&S Art of Christmas by RKCR, RKCR website