Context

M&S approached us to work with them on the development of a sustainable purpose driven strategy and brand activation plan.

What We Did

The brand purpose (Aspirational Quality Accessible to everyone) was built off M&S’s timeless association and delivery of exceptional quality.

Working with the business we collaboratively created a very focused strategy and brand plan partnering with their senior leaders on the implementation of the strategy and measurement of its effectiveness.

As partners we supported on growth drivers like sponsorship, advertising and physical availability. We helped them create and measure systematic and effective delivery against the plan via business performance, research and equity measurement. From this knowledge platform we helped build on growth drivers we knew were working and guided the management of drivers that weren’t.

To ensure the strategy had a last effecting, it was systemized and we developed brand building systems and capability modules to help the team grow and support sustainable and consistent delivery of growth.

Results

The focused and effective strategy and activation plan successfully delivered brand growth and is beating peer group competition on share and equity.

Capability has been improved and critically, there is now a system in place for strategy, brand planning and effectiveness measurement.