Rainey Kelly Campbell Roalfe/Y&R has pulled off its first major
victory since last year’s merger by beating BMP DDB to the pounds 27
million Marks & Spencer advertising account.
Marks & Spencer has appointed Rainey Kelly to mastermind a
through-the-line campaign, comprising everything from TV advertising to
in-store promotions and point of sale.
Elements of the new initiative will begin to roll out within the next
few weeks, but a full-scale advertising burst is not expected until the
early autumn.
Alan McWalter, the marketing director of Marks & Spencer, said: ’Rainey
Kelly has demonstrated dynamic new thinking, conviction and energy and
is fired up to get to work. This relationship will be fundamental in
helping to build the Marks & Spencer brand for the future.’
Rainey Kelly has little retail experience but has worked on the shaping
of major British brands such as Virgin and Times Newspapers.
MT Rainey, a partner at the agency, said: ’The team has put a tremendous
amount of work into what was a complex brief. We are passionate about
Marks & Spencer and believe we can play a positive part in helping
re-establish the brand in the hearts and minds of the British
public.’
Rainey Kelly is expected to come up with a new strapline for Marks &
Spencer to rival Tesco’s ’every little helps’ in the minds of the
British public.
Rainey added: ’We will create a visible conversation with the British
public. Marks & Spencer is open to change.’
The international retailer, which has 297 stores in the UK, has not
previously created an umbrella branding campaign. Bartle Bogle Hegarty
created a Christmas food campaign, while BMP 4 handled the rest of the
business.
Media buying for Marks & Spencer will be decided after a pitch between
the joint incumbents on the business, Optimedia and OMD UK.
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