Valenstein & Fatt (the creative agency formerly known as Grey London) has presented its first major work for Marks & Spencer, whose account it won in August last year from RKCR/Y&R, after a closed review of WPP agencies that had begun in May. It was the first time M&S had given digital and creative duties to one agency.
The agency has now given Marks & Spencer an advertising first.
The campaign, Spend It Well, will be used across both its food and clothing businesses, the first time M&S has done so. The line will be used across all digital channels, in-store and all M&S marketing communications, including M&S Bank and its rewards club, Sparks.
The brand campaign launched on May 4 and is the first in a series of ads for the brand. To reinforce the idea that Spend It Well is more than a tagline – it’s a call to action – the brand campaign launched as a “wake-up call to the nation”, at 12.01am on the M&S website and Twitter and 6am on Facebook. It then ran throughout ITV’s Good Morning Britain from 6.00 – 8.30am.
The TVC for M&S Food will go to air on May 11, followed by targeted executions for its clothing, home, bank and the Sparks loyalty divisions later in the year. The full campaign includes TV, social, digital, press, outdoor, radio and in-store activation.
Spend it Well is based on the insight that, “in a world of abundance, people increasingly seek out what is important: the quality experiences, people and things that make life special”, rejecting blah.
It wants to be the enabler of a life well-lived. Valenstein & Fatt’s job was to put M&S at the centre of this “grabbing life” by the horns.
The brand campaign includes women from every generation and the choices they make cover the range – from practical to emotional. It reflects the intention that M&S announced in March, to promote a shared attitude that connects people regardless of age or demographic.
The ad was directed by François Rousselet through Riff Raff Films, narrated by award-winning British actor, Helen McCrory and set against a new arrangement of David Bowie’s classic, Rebel Rebel.
Patrick Bousquet-Chavanne, executive director of customer, marketing & M&S.com commented in the launch statment, “Our Spend it Well campaign is a radical departure from where we’ve been previously. It speaks to deep truths about our customers – based on a huge amount of research and listening – and celebrates their lives in a way which is new and innovative for the brand. To remain relevant and attract new customers, we need to get people thinking differently about M&S and recapture our position as a pioneer in culture.
“That’s why the energy, swagger and spirit of Spend it Well is so important – it’s about empowering our customers to say no to the ordinary, so they can say yes to the best. We’re committed to helping our customers embrace this attitude by creating and curating the world’s finest, freshest and most inspiring food, by understanding what clothing fits and flatters today’s modern woman, and by ensuring this philosophy is applied across the entire customer experience.”
Vicki Maguire, chief creative officer, Valenstein & Fatt, added, “More than just a retailer, M&S is a brand that touches almost all of the population – over 60 million pairs of women’s knickers are sold every year. ‘Spend it Well’ is an attitude they share with their customer – and I should know. I’ve been their biggest fan and biggest critic for years. It’s a shared attitude that strikes a chord whether you’re 18 or 80. And M&S has taken this to heart, across products, services, innovation, marketing and culture. For me, it’s the excuse I need to wear the nice knickers or crack open the good wine – I’m a firm believer in life’s short, so spend it well. I can’t tell you how excited I am to help bring this to life.”
