M&S Partners with Mother for Brand Advertising Creative

M&S announces Mother as its new creative agency for its UK clothing business. To service the account, Mother Family has built an integrated team in London, drawn from Mother Design and Mother London, to bring strong strategic, creative and design-led thinkers working closer together.

The Mother team will help M&S evolve and drive style perceptions by continually improving the visual aesthetic of communications whilst building customer-centric thinking into all marketing.

Anna Braithwaite, M&S marketing director - clothing and home, commented, “At M&S we’ve made no secret that we’re on a journey to reaffirm style credentials - and how we reach and connect with our customers plays a pivotal role in driving reappraisal and building fashion fame."

“We’ve made real progress since the journey began, but now is the right time to bring on a new creative partner to increase the momentum and support us through this crucial next phase of our transformation."

Mother’s unrivalled track record in developing brands that form part of the nation’s cultural fabric made the appointment a very easy decision. We look forward to working with the Mother Family to create transformative and culturally relevant campaigns that inspire the nation."

Kathryn Jubrail, partner at Mother Design, added, “M&S is a much-loved brand with a special place in the hearts of many. It’s also a business with the drive to do and be better. Having the opportunity to make a positive impact on every element of the clothing business - from product and store experience through to brand marketing - is going to push our creative thinking in new directions.”

The appointment follows a thorough process led by M&S - this didn’t include a full creative pitch, which makes the first year of this new partnership part of Mother’s ‘Pitch It Forward’ promise. First-year agency profits from working with M&S will be directed towards inspiring the next generation with creativity. The not-for-profit partner organisation to receive the funds at the end of the first year will be jointly selected by Mother and M&S in the coming months.