Britain's largest retailer, ailing giant Marks & Spencer, has handed its estimated £28.05 million ($42.5m) media planning and buying business to London shop Walker Media. Owned 50/50 by M&C Saatchi and British media doyenne Christine Walker, the shop’s “strong understanding of the M&S brand” had made it “the obvious partner”, according to Matthew Chambers, head of external marketing at M&S. The creative business remains with Rainey Kelly Campbell Roalfe/Y&R.

Walker Media was victor in a four-cornered shootout which excluded former incumbent BMP DDB, London. The also-rans were WPP-owned MindShare, Omnicom's Optimum Media Direction and Publicis subsidiary Optimedia.

According to M&S, Walker and RKCR/Y&R will together implement a marketing campaign incorporating "all forms of media".

News source: Advertising Age - International Daily