New look Grey London wins M&S
Landmark win is first for the agency’s new management
Grey London has won the hotly contested pitch for Marks & Spencer’s integrated creative account. The account will comprise both advertising and digital and marks the first time the retailer has appointed one agency to handle both parts of the business.
The iconic brand is Grey London’s first major win since the agency unveiled its new management line-up earlier this year and first under CEO Leo Rayman, who was appointed in June. Wayne Brown was promoted to COO and Matt Tanter to CSO, while Vicki Maguire, Dominic Goldman (both ECD) and Perry Nightingale (Executive Creative Technologist) assumed responsibility for the creative department.
Leo Rayman says: “This is a defining moment in the Grey London story. We’ve been after a marquee retailer for a number of years, and they don’t come more famed, more loved and bursting with opportunity than M&S. We’ve championed integration across our clients for a long time but in many ways this win is the zenith of it. To bring advertising and digital together under one roof for one of the biggest retailers in the country sets a new benchmark, not just for us but for the industry.
“That they’ve fully bought into the new team here, and more importantly what we’re trying to achieve, is a real show of faith. We couldn’t be happier, and I can’t think of a better partner with whom to start what is an exciting new chapter for the both of us.”
Patrick Bousquet-Chavanne Executive Director of Customer, Marketing & M&S.com adds: “Putting our customers at the heart of everything we do is central to every decision we make as a business. Following the competitive pitch process we’re delighted to announce we will be working with Grey London as our fully integrated agency across all M&S product categories and services. Grey will ensure M&S maintains strong creative leadership and engagement with both existing and new customers across all channels — in-store, digital, social and mobile, and our members club — Sparks.”
Grey London CEO Leo Rayman, CSO Matt Tanter, ECD Vicki Maguire and Managing Partner Barbara Waite led the pitch, which took 10 weeks to complete.
Vicki Maguire says: “I’ve been waiting for the chance to work on M&S for years. Seriously. It’s just one of the biggest, best-loved brands in the country. It’s a proper institution; somewhere I’ve been shopping for more years than I care to remember. They asked us to push them, and we really, really did — and it became obvious very early on that we shared the same ambition and the same vision. We recognised that in them, and they recognised that in us. I am beyond excited and genuinely proud to have them as the client Grey is going to move forward with.”
David Patton, President and CEO, Grey EMEA, adds: “Grey London’s new management, led passionately by Leo Rayman, has hit the ground running. To have a business as significant as M&S put its faith into that team, from day one, is incredibly gratifying. This win, which is one of the most significant the agency has ever had, is testament to Leo’s ambitious vision and represents a real statement of intent. What an exciting time for everyone involved with Grey London.”