M&S unveils a new non-event from new agency ODD

M&S has unveiled its first campaign from new womenswear agency ODD, designed, among other things, to restore its “style credentials.”

M&S moved its non-food advertising from Grey in search of “more targeted, inspirational and relevant customer marketing.”

The autumn range campaign includes digital, social, Out of Home and print.

Style credentials? You could have fooled me.

Now admittedly this is only one catch-all, presumably print effort and I’m hardly in the target market.

But how dreary can you get, despite some B-list celebs?

It’s the kind of ad you show to a client who doesn’t want to leave anything out.

M&S, just relegated from the FTSE100, goes from bad to worse. It seemed just about alright when Stuart Rose and Steve Sharp were running it, veered off-track with Marc Bolland who spent oodles of money getting nowhere and now with M&S lifer Steve Rowe in charge under hyperactive chairman Archie Norman it’s floundering all over the place. Even the capable Jill McDonald, former UK boss of McDonald’s and CEO of Halfords couldn’t make any sense of womenswear.

It can’t be that difficult. Why don’t they hire someone from Next? Oh, they did of course back in the day – George Davies who invented Per Una, the last time M&S had anything women especially wanted to buy. It remains still, tucked into an unloved corner.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.