Story unveils M&S Money revamp
Edinburgh-based Story has unveiled new creative for M&S Money, with the strapline “It’s M&S no less”. Its overhaul of the brand includes POS leaflets, statement inserts, in-store décor and online activity.
Story’s brief was to align consumers’ expectations of M&S retail products with their financial services products. The agency has drawn comparison between the two separate offerings in supporting lines such as:
Amanda Newman, head of marketing at M&S Money, said: “It’s important that customers understand our portfolio of financial products share the same well-known qualities and high standards as our high street brand. Story has ensured that M&S Money is clearly aligned with these using one powerful and overarching strap-line “It’s M&S no less”. ”
And Dave Mullen, creative director at Story, added: “The challenge for us was to find a strategy that would communicate all the inherent benefits and reliability of M&S Money products and make them connect with the M&S customer. They already appreciate the high quality on offer at M&S so it was important for us to highlight the shared values of the retail and financial products.”