| Titre | Mischievous Girls |
| Agence | Y&R London |
| Campagne | Lingerie Heaven - Marks & Spencer |
| Annonceur | Marks & Spencer |
| Marque | Marks & Spencer |
| Mise en ligne | Août 2004 |
| Secteur d'activité | Lingerie, sous-vêtements et pyjamas |
| Résultat | This case describes how advertising transformed perceptions of Marks & Spencer lingerie, by tapping into a powerful insight about women’s multi-dimensional use of lingerie. Substantially increasing the size and value of transactions, it caused Marks & Spencer to grow five times faster than the market. Responsible for a £40.9m gain, and a five-fold pay-back in profit, it demonstrates an important truth about retail: good product doesn’t sell itself. Advertising has an essential role in shaping perceptions of what retailers offer. |
| Type de média | Presse & publications |
| Marché | Royaume-Uni |
| Planneur | Alice Huntley |
| Board Account Planner | Alice Huntley |
| Managing Partner | Nick Walker |
| Responsable de la publicité (annonceur) | Alice Avis |
Plus de réalisations
VOIR TOUSFashionably Late Girls
- MARQUE:
- Marks & Spencer
- AGENCE:
- Y&R London
Girls Will Be Girls
- MARQUE:
- Marks & Spencer
- AGENCE:
- Y&R London
Self-Indulgent Girls
- MARQUE:
- Marks & Spencer
- AGENCE:
- Y&R London