Winner of

Email marketing

Marks & Spencer

DS16 Email marketing

Project name: Winning in the West

With over 500 stores nationwide, the idea of this campaign was to trial how Marks & Spencer could use data to target customers with personal, relevant and local content, bridging the online and offline customer journeys and connecting customers to their local stores. Focusing on its West region and using tips and recommendations generated by store staff, M&S found its localised emails outperformed standardised communications on engagement, spend and satisfaction and has since rolled them out in other regions.

Judges' comment: "Clever use of existing resource and a great focus on people, employees and customers."



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