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IRUK Top500 Strategy and Innovation Report: 2018

IRUK Top500 Strategy and Innovation Report: 2018

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M&S runs multichannel competition to find presenter for its TV channel

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Marks & Spencer is looking online and offline for a presenter for its TV channel, M&S TV. The retailer is working with Adjust Your Set, the video agency responsible for the channel, to run the nationwide search.

Would-be presenters can put themselves forward by submitting their own videos telling judges what they like about the retailer to a dedicated online page, or by going along to a roadshow to film their video.

A shortlist of 10 videos will be voted for by the public before the overall winner is chosen by a judging panel.

“Everyone loves something about Marks and Spencer,” said Chris Gorell Barnes, CEO of Adjust Your Set. “M&S TV Presents… taps into this customer loyalty by allowing a real-life M&S customer, already passionate about the retailer, to tell the brand stories and drive conversation. The success of M&S TV has built a loyal online following and we’re excited to see where this will lead the multichannel brand.”

Kamlesh Raichura, head of online marketing and CRM at Marks & Spencer said: “Our ‘M&S TV Presents…’ campaign is a great multichannel competition, with customers submitting their entries by video on our website or at our store roadshow. At the end, one customer wins the unique opportunity to both see M&S behind the scenes and to present to our customers on the M&S TV channel.”

Our view: By tapping into the X Factor spirit, M&S should be able both to create a social buzz around their brand while also finding out which contestants are popular with the wider public. But are the people who would vote in the competition and those who might watch M&S one and the same? Or could this also be a way of attracting still more potentially useful customers to the retailer?

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