Alice Huntley
Director of Strategy, Global Markets at BBC Worldwide
London, Reino Unido
TituloGirls Will Be Girls
Agência
Campanha Lingerie Heaven - Marks & Spencer
Anunciante Marks & Spencer
Marca Marks & Spencer
PostedMai 2005
Sector Empresarial Lingerie, roupa íntima e pijamas
Resultado This case describes how advertising transformed perceptions of Marks & Spencer lingerie, by tapping into a powerful insight about women’s multi-dimensional use of lingerie. Substantially increasing the size and value of transactions, it caused Marks & Spencer to grow five times faster than the market. Responsible for a £40.9m gain, and a five-fold pay-back in profit, it demonstrates an important truth about retail: good product doesn’t sell itself. Advertising has an essential role in shaping perceptions of what retailers offer.
Tipo de Mídia Imprensa e publicações
Mercado Reino Unido
Planeador
Board Account Planner
Managing Partner
Director de publicidade

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