Describe the role Marks & Spencer's advertising agency would have played in the creation of the 'Twiggy' campaign

Marks and Spencer’s is one of the UK’s leading retailers. Stores are visited by around 21 million customers weekly.

With the ‘Twiggy’ campaign the company wanted to increase sales and popularity. This was a success.

it has been a success. A blouse worn by Twiggy in one ad sold more in a week than any other product in the history of M&S.

Before the campaign M&M was not doing very well, with this campaign it regain one of the most popular retailers.

M&S has its own advertising department. The reason of it success and influence into the UK was because of the marketing strategy this department had. The marketing strategy focuses on multiple key areas, including food, which accounts for 50% of M&S's turnover.
The food campaign used the strapline "not just food, M&S food",
with a "look behind the label" endline. When hot chocolate puddings
appeared in one of the commercials, sales increased 288%.

                          BEHIND THE SCENES OF OF THW M&S TV AD

Media Planning

The media planning team is responsible for buying the media time or radio/television or space in magazines/newspapers. The team decides where the advertisements should be shown. Their aims is to reach the target audience in a cost-effective manner, with their knowledge of the media they are able to do this.

The team made a commercial of 50 seconds with woemn in it to reach every part of the audience.

This was a great success.

Designing the advertisements

The creative department develops promotional ideas through effective copywriting, distinctive typography; the style and layout of the advertisement and attractive graphic designs.
M&S had a enormous downfall when they launched the “I am Normal” campaign six years ago. They needed to make a comeback, starting with a new commercial. using light boards there were no speaking involved. there are different clothing styles showed in different situations. They finish with the M&S Slogan.

Producing the advertisement

One of the different tasks of the production team is producing a TV commercial.

They had to plan how to do this to make it fit into the budget, having a great commercial that seeks everybody's wishes. Having celebrities in its commercial that are icons in the UK was an amazing idea. The celebrities are from different ages (Twiggy, Noemie Lenoir, Eric O Connor and Laura Bailey). This way they attract all the target groups. The commercial was taken in the Hampton Court Palace - 50 seconds.

Help in identifying the target audience

The planning team helps to determine the type of customers that will be the target group for the campaign. Sometimes they make use of marketing research and secondary research to discover more about the customer.

M&S target group are young teenage women, in the 20th and mature women and older woman. Because the target groups are so different and have different needs, the company decided to use different models where the target group can identify them selves.

providing public relations activity

providing direct marketing support