Feature: Brand M&S: Back on Top

Gill Dunsford, Managing Director of experiential agency Impetus, discusses the recent brand makeover behind the rising profits at M&S.

It’s no secret that UK retailers have seen better days: total like-for-like sales were up at only 1.3 percent over the year. So the news that the troubled Marks and Spencer brand has just reported its highest first-half profit in nearly a decade comes as a welcome rest bite from the doom and gloom forecasted by retail experts. This follows the entry of chairman Stuart Rose in 2004, whose efforts of brand rejuvenation have produced such outstanding results that as Christmas approaches, M&S shares now stand at the record price of 716p.

So stability is back with the brand; but how did this British shopping institution manage to fall so dramatically from grace that prior to Stuart Rose’s entry in 2004 it was facing a second take-over bid?

Feature: E-ducation, E-ducation, E-ducation

2006 saw the launch of the ISP Diploma on-line resource and an important change in the way the course is run.

Candidates now have 24/7 access to the papers, case studies and other resources and that is particularly important when they are studying in their own time, at home and at work. No longer does a bag full of stuff have to travel everywhere with them.

Feature: Department stores are top choice

A recent Christmas Shopping Survey carried out by Deloitte has revealed that gift vouchers have jumped from ninth to third place in the nation’s top ten gift choices for 2006. As a result, I am very pleased to report, they were dubbed as ‘the rising stars’ of retail. This is a fantastic accolade for the gift card and voucher industry.

Feature: Supporting Software

The sales promotion industry is currently evolving and the driving force behind this can often be attributed to the wider mix of media at the industry’s disposal. Digital in particular has affected how we work and not just by supplying new media. There is another way in which technology is supporting the progress of sales promotion and that is the software that’s available to brands and agencies to help manage the more complex tasks.

Long gone are the days when investing in the right software was considered a luxury and any marketer who cuts costs by not investing in the right products is short-sighted.

Feature: Christmas Cheer?

The following summary of UK and European Policy & Legislation by the Advertising Association, highlights some of the prospects for the industry in 2007.

Feature: This could be you – profile of a new ISP member

"Edward Thompson have created, produced and helped implement Promotional games for over 35 years. During this period the company has built up an unrivaled reputation in this field."

Feature: Fielding Advice

For many years I have found a good rule of thumb is never to eat at establishments that display pictures of the food they serve. The types of fayre pictured appeal only if you adopt the junk food habit, or in the case of the kebab shop, drink the prerequisite amount of fluorescent RTDs.

But there is also another factor involved. Even in an extreme state of intoxication the buyer is likely to notice the difference between the images displayed and the assembly of beige and brown offerings they find they take ownership of. But they don’t care.

Feature: ISP, PMC, EACA – WIIFM?

SALES PROMOTION in Europe is Big Business.

Estimated to employ at least one million people, SP generates revenues of over 30 billion Euros in 10 member states. It’s profitable, but the industry is not without its challenges. As far back as 1980 a need was recognized, amongst member countries, for greater knowledge of sales promotion legislation in different EU markets. Clearly there would be benefits in sharing expertise, and providing mutual help in resolving cross-border issues.