M&S unveils strapline to restore glory

Marks & Spencer will use the strapline “Exclusively for everyone” in a £27m advertising campaign aimed at restoring the beleaguered retailer to its former glory.

The strapline will play a central part in a TV, press and poster campaign to be launched in September through Rainey Kelly Campbell Roalfe/Y&R. “Exclusively for everyone” will also be central to the company’s in-store ad campaign and will feature on some product labelling.

Speaking at the company’s AGM last week, M&S chairman Luc Vandevelde explained to an audience of frustrated shareholders that “the slogan encapsulates what the brand stands for and what customers believe about M&S”.

An M&S spokeswoman says: “It will form part of the armoury to drive home what the brand represents and what customers want.

“We are determined to show we are customer-led – something we have perhaps failed to do in recent times.”

Vandevelde earlier this week announced his first appointments to the company’s board of directors. Tony Ball, chief executive of the BSkyB Group, and Kevin Lomax, chairman of IT company Misys, will become non-executive directors.