M&S to debut 'radical' multichannel marketing campaign

Marks & Spencer is rolling out a new multichannel marketing campaign, which it says takes a drastically different direction to its previous efforts.

The clothing, food and homeware retailer has unveiled its Spend It Well campaign, which, for the first time, unifies its major product lines.

It is the first new marketing from the company since it enlisted creative agency Grey London - recently temporarily renamed Valenstein & Fatt - in 2016, and it has invested substantially into the multichannel effort.

Television advertising will be joined by social, digital, outdoor, radio and press marketing, as well as in-store activity.

The campaign, which begins today (May 4th), represents a departure from M&S's previous marketing style and relies on a 'life's too short' message to encourage consumers to shop at the retailer.

Speaking to The Drum, executive director of customer, marketing and M&S.com Patrick Bousquet-Chavanne described the consumer goods market as "overcrowded", noting there is a need for customers to be encouraged to make "the right decision".

"The call to action I want this to have is 'don't miss out on the things that really matter in life today, don’t be on autopilot'," he remarked.