Marks & Spencer has appointed W as its PR agency in Singapore for its food and fashion businesses. The appointment is for 12 months, and the incumbent on the account was Word of Mouth Communications.
The agency is tasked to deliver strategic, creative communications support to drive awareness, build brand credibility, and engage the local community. W’s efforts will build a long-term narrative, positioning M&S as the absolute mark of quality in the Singapore market, ensuring the brand remains relevant to existing fans attracting an entirely new consumer set.
In a statement to MARKETING-INTERACTIVE, a spokesperson from W said the agency is currently working with Marks & Spencer for "an exciting collaboration" to launch its Christmas range. It is added that the agency was chosen because Marks & Spencer felt it was the right partner to help elevate its communications to supercharge its quality message in the Singapore market.
W Communications' appointment comes as Marks & Spencer recently opened a new pop-up store at Waterway Point. According to The Business Times, the pop-up store will operate for the next six months, and will be selling beauty and food products. Marks & Spencer currently has 10 other outlets in Singapore.
Sian Jenkins, deputy managing director, W Communications, said: “As the Asia hub of a British-born agency, we are delighted to combine our deep brand knowledge with local market insight to engage and activate new consumers for this beloved brand. This is certainly not just a win. This is an M&S win!”
According to its most recent financial reports, Marks & Spencer recorded a "robust performance in unprecedented times" in the first half of 2020. The company said it performed better than expected during the first half with revenue down 15.8%, instead of the expected 22.8%. It is added that its food business performed strongly despite substantial COVID-19 headwinds during the six-month period.
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