Marks & Spencer is reported to be scrapping its expensive TV campaign featuring 1960s model Twiggy and cast of glamorous celebs who have fronted its ads since former Arcadia executive Sir Stuart Rose and his marketing director Steve Sharp moved into the company in 2004.
At various times Twiggy’s twiglets have included Myleene Klass, Danni Minogue, Lizzie Jagger, Laura Bailey and Erin O’Connor.
The ads, by RKCR/Y&R, have performed mightily over the years but M&S has a new CEO now in former Morrisons and Heineken boss Marc Bolland and he seems to have decided that you can have enough of a good (and increasingly cheesy) thing. We’ll have to wait to see if marketing director Steve Sharp also finds himself surplus to requirements.
The move coincides with Sainsbury’s decision to split with uber-chef Jamie Oliver after a decade or so. The Mail on Sunday reports today that he is to be replaced with cake expert Lorraine Pascale (pictured).