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Story Marks and Spencer

Story unveils M&S Money revamp

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By The Drum Team, Editorial

October 2, 2009 | 2 min read

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:

For car insurance: “Leave you without a courtesy car? We’d sooner leave the chips out of our chocolate cookies. It’s M&S no less.” For insurance: “Cover and support in all shapes and sizes – just like our underwear. It’s M&S no less.” For Travel Money: “Gluten-free. GM-free. Now try commission-free.”

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.”

Story Marks and Spencer

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