| Título | Self-Indulgent Girls |
| Agencia | Y&R London |
| Campaña | Lingerie Heaven - Marks & Spencer |
| Anunciante | Marks & Spencer |
| Marca | Marks & Spencer |
| Posted | Agosto 2004 |
| Sector Empresarial | Lencería, ropa interior, pijamas |
| Resultado | This case describes how advertising transformed perceptions of Marks & Spencer lingerie, by tapping into a powerful insight about women’s multi-dimensional use of lingerie. Substantially increasing the size and value of transactions, it caused Marks & Spencer to grow five times faster than the market. Responsible for a £40.9m gain, and a five-fold pay-back in profit, it demonstrates an important truth about retail: good product doesn’t sell itself. Advertising has an essential role in shaping perceptions of what retailers offer. |
| Medio | Prensa y publicaciones |
| Mercado | Reino Unido |
| Planificador de cuentas | Alice Huntley |
| Board Account Planner | Alice Huntley |
| Managing Partner | Nick Walker |
| Director de publicidad | Alice Avis |
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