Marks & Expensive

Picked up a newspaper today? If so, then chances are that you've seen M&S's premium-position, DPS press roadblock activity running inside front covers in all of the Broadsheets, Mid-markets and Freesheets.

Marks & Spencer's Leading Ladies campaign, endorsed by (from left to right)  Lulu Kennedy, Rachel Khoo, Alek Wek, Rita Ora, Emma Thompson, Annie Lennox and Doreen Lawrence, launched 31st March 2014 to promote the outlet's spring/summer fashion range. 

Four creative executions can be spotted throughout the nation's press today running in The Daily Telegraph, The Times, The Independent, i, The Guardian, The Daily Mail, Daily Express, Metro and The Evening Standard

Based on rate card costs, the accumulative amount would equate to over £500,000 ..... for ONE day only. So c. £250,000 in real terms ... More money than sense?

That said, it's probably just a drop in the ocean vs the budget they would have spent signing the Leading Ladies to commercially collaborate with them.

We haven't seen a big-money newspaper splash like this since BT Sports' almighty £100m  multimedia campaign launch back in Q3 2013 - which eventually led them into a mighty battle with SKY Sports.  However, fingers crossed that it will be a fruitful summer for M&S, it would be a shame for such a budget to go to waste!

#PurePoint