M&S expands Incubeta partnership to upgrade digital marketing strategy

M&S clothing

Digital marketing group Incubeta today announced the expansion of its UK partnership with Marks and Spencer (M&S) to deliver its programmatic display and paid social channels. 

The account will be handled by Incubeta following a review of buying efficiencies to integrate all channels with one partner.

M&S digital acceleration

Incubeta will be tasked with continuing the digital acceleration of the retailer post-Covid-19 by aligning media execution, data, and creative to deliver customer centric media experiences that add value to the customer journey.

The partnership builds on the digital marketing group’s existing relationship with M&S. In July 2019 Incubeta took charge of paid search across M&S Clothing, Home and Food in the UK, and just four months later was appointed to deliver social and display advertising across 34 international markets.

“Since winning the Search and International media accounts NMPI have done a fantastic job and are held in high regards internally”, said Olivia O’Neill, Senior Paid Media Manager, Marks & Spencer. 

Added value

“Therefore we’re looking forwards to see the added value and efficiencies they can bring by consolidating to one agency across teams and markets for these channels to help us deliver our transformation goals of turbocharging our performance across M&S.com ”

Sally Laycock, CEO Incubeta UK, added: “We’re delighted to be expanding our partnership with M&S and extending our services to drive the digital strategy of such a recognisable retail brand. 

“Over the years we have built a relationship based on trust and reciprocity that has seen Incubeta successfully grow M&S’ online presence.

“M&S’ plans to bolster the digital experience of its customers represents and matches our ethos to help businesses accelerate their growth, making this the perfect fit. 

“We will continue to drive the digital transformation of M&S by embracing emerging customer trends to inform strategy. 

“We’re excited to continue building on our joint venture for years to come by continuing to deliver successful and effective campaigns.”