LONDON (Brand Republic) - Marks & Spencer has beefed up its marketing department, formed in January 1999, in a bid to keep shoppers and save its brand.
Alan McWalter, group marketing director, will run two new departments, one concentrating on brand strategy and the other on design. He is currently looking to recruit a brand designer, brand manager and creative head from outside the company.
McWalter said this latest reshuffle was helping to create the 鈥渉olistic鈥 relationship between its buyers, sellers and marketers heralded when new chairman Luc Vandevelde joined in February. He admitted the company needed to focus more on marketing and advertising 鈥 a new series of TV and press brand-building ads will run in the autumn.
鈥淎dvertising will be an essential tool to improve our position. Lots of consumers don鈥檛 know about the good things going on in our stores today,鈥 he said.
McWalter has already revamped the M&S fascia since he joined in January this year, and has recruited Rainey Kelly Campbell Roalfe/Y&R as the company鈥檚 new creative media agency. He will not reveal who will handle media buying.
Vandevelde restructured M&S鈥檚 main board in May to bring decision-making down to 鈥渢he lowest possible level鈥.