M&S
Creating a new legacy for a high street icon
How do you revive a heritage brand for a modern audience?
What we did
Industries
Since 1884, Marks & Spencer (M&S) has been a staple of the British high street, known for its quality and reliability. But in 2023, it faced the challenge of refreshing its image to attract a more modern audience and reclaim its place in British fashion—all without losing its classic appeal.
Turning to Mother & Mother Design, our goal was to shake off the outdated ‘basic staples’ label and reintroduce M&S as a lively, fashion-forward brand for the modern customer. All starting with an irreverent campaign that played on familiar holiday experiences to keep people cool for summer, featuring the iconic earworm, ‘Pump Up the Jam’.
20%
Increase in purchase intent
42%
42% of viewers exposed to the ad were highly likely to recommend M&S to friends and family
Innovative collections, dated perceptions
We saw a disconnect between M&S’ innovative collections and the public’s old-school perception of the retailer. In collaboration with the internal team, we defined four strategic brand behaviours—Insightful, Unexpected, Playful and Elevated—that would breathe new life into our communications. These manifested in reimagined creative direction—a surprising, energetic take on art direction, tone of voice, talent partners and casting. One which clicked with trend-conscious shoppers, going beyond looks to rewrite the new cultural story of the brand.
Reflecting contemporary Britain, the casting featured models who embodied the aspirational lifestyles of M&S’ new target audience.

46%
Increase in beachwear sales
Since the launch, M&S saw three consecutive, record-breaking weeks for its Holiday Shop collection, with a 46% increase in beachwear sales, 22% in linen sales and 11% in swimwear. Style perceptions across the brand have risen 7 percentage points, restoring their number one spot in women’s wear market share for the first time in four years.


The filmic photography, rich in colors, captures bright modern silhouettes which stand strong against the idyllic scenery. Not only does it showcase the product but it evokes the sense of summer, creating a world for the viewer to imagine.
We adopted a fresh approach to the visuals, using vibrant colours and contemporary styling cues that appealed to a more style-conscious audience while respecting the brand’s timeless, classic appeal.
Summer in Style
The turning point came with our eagerly awaited Summer campaign. In true British fashion, we paired high end aesthetics with playful self aware touches, not only showcasing the latest trend-led collections, but also signaling M&S’ new direction.
A sensory takeover of Oxford Circus underground had commuters thinking about holidays. With all of our OOH ads printed on suncream scented paper. The impact was immediate, with the Summer campaign quickly becoming M&S’ most successful yet.


As M&S climbs the style ranks, surpassing its nearest rivals among youthful shoppers. With more projects on the go, it’s only up from here. Many thanks to M&S team for their collaboration throughout.
Marks & Spencer
How do you revive a legacy brand for the modern shopper?
2024
What we did
Industries
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