Christmas Marketing

M&S to counter John Lewis' Elton John Christmas soundtrack with Take That score


By John Glenday, Reporter

September 17, 2018 | 3 min read

Marks & Spencer has risen to the challenge laid down by John Lewis and Elton John by reportedly hiring boy band Take That to relight the fire of its own waning sales.

Take That

M&S responds to John Lewis Elton John threat with Take That

The 90s crooners will headline the retailer's Christmas campaign which, according to reports, will be themed around the idea of people receiving Christmas surprises with Take That bursting forth as the biggest unexpected surprise of all.

When The Drum reached out to M&S to clarify whether the band will feature in its 2018 spot, a spokesperson said: “We don’t comment on rumour or speculation.”

Details of the festive extravaganza remain a closely guarded secret but come as high street stores find themselves locked in an advertising arms race to produce the most engaging content ahead of the all-important holiday sales season.

The rumoured investment from M&S’ follows on from its most recent financial report in March which showed profits had fallen off a cliff: down 62.1% to £66.8m, from £176.4m the previous year.

The company has put in place a series of measures to return it to health which includes potential job cuts, store closures and doubling down on online.

Rival John Lewis is once again set to pull out all the stops this year for its Christmas campaign, having apparently recruited Elton John for a reported £5m after its own profits plummeted by a precipitous 99% year-on-year.

Christmas Marketing

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