Marks & Spencer - This is not just advertising, this is Your M&S advertising: how confident communications helped restore public confidence in M&S

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand.
Agency: RKCR/Y&RAuthors: Megan Thompson, Jonathon Neal, Sarah Threadgould and Sandra Lema Trillo

Marks & Spencer – This is not just advertising, this is Your M&S advertising: how confident communications helped restore public confidence in M&S

“In reality, this has been one of the more advertising led recovery stories we've watched, and it's working”

Rod Whitehouse, Deutsche Bank, 'No Ordinary Recovery'

1. WHY THIS PAPER IS WORTH READING

This is the story of how communications changed the public face of a very public company. M&S is a national institution (see Figure 1) and speculating on its...

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