Marks & Spencer has bypassed its roster agency BMP4 and hired McCann-Erickson to create a one-off Christmas promotional campaign. It is understood to be the first work McCann has handled for the chain.
It is unclear if the “project” will include any television advertising. Last year, the chain was rumoured to be considering a move into mainstream television advertising, though this was denied.
According to ACNielsen-MEAL, M&S spent 6.5m in the 12 months to June on store and own-label food advertising through BMP4.
A further 3m was spent on advertising its financial services operation through WWAV Rapp Collins.
The company has recently announced a 2bn plan for overseas store expansion in Europe and the Far East.
Both Marks & Spencer and McCann refused to comment on the Christmas promotion, which is expected to break later this month.