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M&S unveils new ad details

Marks & Spencer has ditched some of the stars of its advertising campaigns and cut the salary of Myleene Klass as it trims its marketing spend in the recession.

Twiggy has kept her place in the spring 09 marketing campaign, which will celebrate M&S’ 125th birthday. She stars in and narrates the retailer’s latest television campaign.

Myleene Klass agreed to a £250,000 reduction in fee to £750,000 to continue to star in the retailer’s campaigns.

Faces to disappear this season include Elizabeth Jagger, Noemie Lenoir, Erin O’Connor and Lily Cole.

M&S’ latest television ad starring Twiggy takes a look at the history of the retailer and explores some of the things the retailer invented which are now taken for granted, such as machine washable lingerie and the washable and tumble-dryable suit.

The ad, which was created by Rainey Kelley Campbell Roalfe/Y&R will air on ITV on Monday May 18 at 7.45pm during Coronation Street.

M&S executive director Steven Sharp said: “M&S wouldn’t be what it is today without its customers. Innovation is and always was, at the heart of our business - we constantly try to look for solutions that make life a bit easier and more enjoyable for our customers. It’s thanks to their feedback and ideas and our own hard working and creative teams that we’ve been able to achieve so many firsts in our history. The ad really is a fantastic way to recognise and celebrate all we’ve achieved together.”

Separately, M&S deputy chairman Sir David Michels told The Times newspaper he “would love” to become chairman of the retailer.

Michel said: “It’s not a perfect company — no company is — but to me it has an extraordinary heritage and a place in our psyche. And it’s great fun. It’s difficult to manage but it is an extraordinary company and I still think that as well as having a great past it has a great future.”

However he conceded that there was no guarantee that he would succeed in becoming chairman, putting his chances at no better than 50-50. However, current executive chairman Sir Stuart Rose’s is scheduled to depart by July 2011and in the meantime Michels has opted to turn down other FTSO 100 chairmanships.

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