Read our new manifesto

Now available on-demand

Get inspired. Find solutions. Harness the power of digital marketing.

Featuring Speakers from

Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

M&S takes womenswear in 'optimistic new direction' in first work from ODD

The campaign showcases what M&S has described as "key shapes for the new season" / M&S

Marks & Spencer (M&S) has unveiled its first work from newly-appointed indie agency ODD with the launch of a style-led campaign designed to take its womenswear offering in an "optimistic new direction".

Running across digital, social, OOH and print, the brand's Autumn womenswear push features long-running ambassador Hollly Willoughby as well as some new faces, including Line of Duty star Vicky McClure, influencer Clemmie Hooper and model Ariish Wol.

The campaign showcases what M&S has described as "key shapes for the new season" including an oversized aviator jacket and printed midi dress; alongside "hard-working basics" like denim and layering.

The work has been designed to highlight how M&S offers an "effortless" style for the everyday.

Nathan Ansell, director of marketing for M&S clothing and home, said: "For Autumn we wanted to move our womenswear collections in an optimistic new direction, celebrating what M&S really means to modern women today; inclusive and versatile, this campaign is about making the every-day extra special."

The launch comes as M&S braces itself to drop out of the FTSE 100 for the first time, reflecting a share price at nearly a 20-year low following a long-running sales slump at the retailer’s clothing arm.

The Autumn work marks M&S' first big clothing drive since it handed the account to ODD in March. The move displaced longtime partner Grey London, which still handles M&S' food marketing.

Giving some insight into why he picked ODD at the time, Ansell said the brand needed "more targeted, inspirational and relevant customer marketing" to restore its style credentials.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis