Green's Latest Ad Campaign 'Targets' M&S Customers

13 September 2004

Determined not to let sleeping dogs lie after his rebuttal earlier this year from Britain's retailer Marks & Spencer [WAMN: 19-Jul-04], tycoon Philip Green has revealed details of his latest attempt to outdo the high-street chain in sales.

He is launching a multimedia £3 million ($5.4m; €4.4m) ad campaign for his clothing store Bhs that will include the first TV advertising for the chain in over ten years.

Green has made no secret of his desire for retail warfare, but a spokesman insists that the Bhs campaign is not built on resentment, even though it is likely to reach M&S shoppers. "We are not attacking M&S directly but their customers do come into our target. We are competing across the high street."

With the TV ads expected to air in October, the campaign is timed to attract new customers prior to the crucial run-up to Christmas. It forms part of a major investment in Bhs that will also see a £20m refurbishment of its top fifty stores.

  • M&S presumably has other worries on its plate in the shape of the departure of womenswear creative designer Yasmin Yusuf. She leaves after three and a half years with the retailer, to set up her own clothing line. Asda's Kate Bostock will step into her shoes.

    Data sourced from:; additional content by WARC staff