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Last kiss under the mistletoe for M&S girls?

Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs November 5th, 2008 by Branwell Johnson

Just as the Take That boys begin cavorting with Twiggy and Noemie Lenoir for the latest M&S Christmas ads comes the news that marketing budgets will be slashed by a  fifth next year.

So Jade, Erin and the other M&S faces might find themselves looking for work elsewhere shortly. However, the opportunities for A list celebs might be drying up -  Tesco blew a big wedge on hiring the Spice Girls last year but I doubt it will be using big names this Christmas (I now wait to be proved wrong).

The campaigns by Rainey Kelly Campbell Roalfe/Y&R for M&S have been alluring pieces of work tapping into aspirational feelings. The company should also be praised for using a range of ages (hello Twiggy and Lulu) and personalities.

But the proof is in the pudding and food and clothing sales have dropped sharply while there is a perception M&S is not offering a wide range of clothing for the younger market, despite the image portrayed by the ads.

Christmas campaigns have to be big, brash and grab the attention as the high street retailers all battle for the customer pound. Along with traditional Christmas imagery the use of celebs is a familiar part of the arsenal.

But given that retail sales are expected to take a bath this festive season, marketers are going to have to find a way of making a splash on a trimmed budget. Unless, like M&S, they can convince the bean counters that they must go for broke to grab share of footfall.