Marketing caught up with Steve Sharp, the executive director of marketing at Marks & Spencer (M&S), to discuss the brand's newly launched 'Shwopping' campaign, fronted by Joanna Lumley.
The campaign will be spearheaded by a television spot starring Lumley and is designed to change consumer's behaviour and encourage customers to recycle unwanted clothing.
At the event in East London, Sharp told Marketing why Lumley was chosen to front the campaign and discusses how it has already made a splash on social media, a channel the retailer is increasingly adopting.
Video produced by Georgina Brazier.
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