TBWA GGT Direct secures M&S loyalty card account

Marks & Spencer has appointed TBWA GGT Direct to the new multi-million pound direct marketing account for its loyalty card, expected to be launched this year.

Although the marketing budget for the card, which is expected to have credit facilities, has yet to be revealed, the initiative will be a big step for Marks & Spencer, which has spent the past year trying to win back shoppers.

Marks & Spencer started talking to agencies last month about the project and was understood to be looking at different advertising and direct marketing mixes (MW December 6).

It has decided to focus initially on direct marketing and will target the company’s 5 million Chargecard holders, whom it expects to be early adopters.

Marks & Spencer aims to create a higher profile for its financial services division, an area of the business that analysts see as underexposed. The division’s products include insurance, life assurance ISAs and pensions.

A Marks & Spencer spokesman says: “Work by third parties remains confidential.”