Titulo | Girls Will Be Girls |
Agência | Y&R London |
Campanha | Lingerie Heaven - Marks & Spencer |
Anunciante | Marks & Spencer |
Marca | Marks & Spencer |
Posted | Mai 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 | Alice Huntley |
Board Account Planner | Alice Huntley |
Managing Partner | Nick Walker |
Director de publicidade | Alice Avis |