Magazine article Marketing
Awards for Excellence: Marketer of the Year
WINNER - STEVEN SHARP, MARKETING DIRECTOR, MARKS & SPENCER
Marks & Spencer's revival has been the business success story of the year, as it made an astonishing comeback even as the retail sector has endured its toughest trading period of recent times.
While chief executive Stuart Rose may grab all the headlines, the role played by the company's marketing director Steven Sharp makes him a worthy winner of the 2006 Marketer of the year award, as voted for by readers of Marketing.
The biggest turnaround in the M&S portfolio is in womenswear, which up until a few years ago was largely derided as unfashionable and poor quality. Sharp's marketing savvy in this area proved the difference as he moved away from myriad messages to a core proposition of delivering quality products at good value.
The introduction of 60s icon Twiggy and model of the moment Erin O'Connor in the much-lauded 'Your M&S' advertising campaign, which was produced by incumbent creative agency RKCR/Y&R, proved the icing on the cake as Sharp drove M&S' market share in the womenswear sector up to 10. …