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Marks & Spencer reveals new advertising strategy

Marks & Spencer will this week unveil changes to its advertising and marketing strategy and has signed former footballer Jamie Redknapp as the face of its menswear campaign in print beginning in May.

Redknapp will be the new face across all menswear ranges including Blue Harbour and Autograph.

The boyfriend of popstar and X Factor judge Dannii Minogue, Kris Smith, will feature in a one-off summer menswear print campaign also beginning in May.

Minogue herself features in M&S’ spring womenswear campaign alongside Brazilian model Ana Beatriz Barros, popstar VV Brown, TV and radio presenter Lisa Snowdon and regular M&S face Twiggy.

The spring womenswear and lingerie advertising launches in print today and on TV on March 24. The ads are a change in direction from previous campaigns, said M&S, focusing on key seasonal trends, must-have pieces and showing customers how to put outfits together in different ways.

The TV campaign will run until April.

M&S executive director for marketing Steve Sharp said: “We’ve had huge success with the advertising campaigns over the past few years and we know from what our customers tell us that they have really loved them. But it’s important to keep looking forward and to move on. The new campaigns build on the success of the Quality Worth Every Penny strapline we introduced last year to celebrate our 125th birthday and demonstrate the amazing value and quality M&S consistently offers across everything we sell - from knickers to chocolate to that perfect summer dress.”

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