M&S cuts ad spend as it focuses on direct marketing

Marks and Spencer (M&S) plans to keep “marketing costs down” by focusing more on direct marketing through its Sparks loyalty programme.
M&S cut its marketing budget by 9.7% to £84.1m in the six months to 1 October, a drop it attributed to focusing spend around the launch of its loyalty card Sparks.
But when asked during an analyst briefing today (8 November) whether M&S planned to refocus its efforts on fashion advertising in 2017, its chief executive Steve Rowe su