| Titel | Girls Will Be Girls |
| Agentur | Y&R London |
| Kampagne | Lingerie Heaven - Marks & Spencer |
| Werbende | Marks & Spencer |
| Marke | Marks & Spencer |
| Posted | Mai 2005 |
| Geschäftsbereich | Dessous, Unterwäsche, Schlafanzüge |
| Ergebnis | 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. |
| Medientyp | Presse & Publikationen |
| Markt | Großbritannien |
| Etat-Planer | Alice Huntley |
| Board Account Planner | Alice Huntley |
| Managing Partner | Nick Walker |
| Werbeleiter | Alice Avis |
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