Formed as a pawnbroker in 1833 the family run Scottish clothing store, Mackays, commissioned us to develop their brand and advertising as part of a 4 year strategy for growth. Specific targets were to increase footfall, average transactions and to create a positioning for attracting younger customers (30 years +).
Our strategy was to create and migrate to one monolithic brand by uniting the eight sub-brands under the store’s premium line brand, M&Co, and to reposition the brand along fashion lines. Our generative idea ‘hero’ focused on the clothing and our first campaign to drive awareness and sales launched in national weekly publications over a six week period in Spring 2005.
Following the huge success of the Spring & Summer campaign, our Autumn & Winter campaign was launched later that year – again in national weeklies and Sunday supplements.
Between 2005 and 2007, the store portfolio was expanded and upgraded, and Mackays successfully re-branded to the more contemporary M&Co fascia.
‘Value sector warning from M&Co as it doubles profits’
Retail week, 13th August 2010
…M&Co, one of the country’s biggest privately owned fashion retailers, doubled profits last year but has warned of a “shakedown” in the value sector…
… M&Co attributed its success, which partly represented recovery from the previous year, to factors such as improved fashionability and marketing campaigns…
… M&Co is the third biggest family-run fashion retailer behind Sir Philip Green’s Arcadia and the Lewis family’s River Island. The business has earned M&Co owner and managing director Ian McGeoch and his brother a place in the Sunday Times Rich List, which values the pair at £107m…