It is that time of year when the winner of the Age Neutral advertising campaign of the year is announced. It no contest - there could only ever be one winner.
Marks & Spencer was in a league of its own.
This article in today’s Observer gives all of the details about the superb use of Age Neutral advertising by the high-street retailer.
The ads featuring Twiggy (57), Erin O'Connor (34), Laura Bailey (34) and Noemie Lenoir (27) will contribute to an impressive six-month figure from the high street giant when they are announced on Tuesday, with profits around the £400 million.
The penny has dropped within the advertising community. Last week, M&S won top prize at the Advertising Effectiveness Awards from the IPA, the agencies' trade body, for a series of ads under the 'Your M&S' theme, which has driven an estimated 18 million additional visits to M&S stores. The blouse modelled by Twiggy sold more in a week than any other product in M&S’s history.
Finally (and it has taken a long time) the advertising world might be waking up to the power of age neutral advertising.Dick Stroud
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