Marks & Spencer

A threatened takeover put Marks & Spencer in the media spotlight in summer 2004. A high profile board coup was followed by the entry of new CEO Stuart Rose to mount a bid defence and implement a company-wide recovery strategy to stem declining sales
and re-build customer confidence.

The project brief was to provide hands-on communication support for the bid defence and re-motivate employees to participate in the recovery plan. There was also a requirement to centralise, streamline and up-grade the communication function.

The internal communication component of the bid defence included a significant ‘employee as shareholder’ plan. Improved management communication cascades were introduced for recovery-critical communication messages and activities.

A personal communication plan was developed for the CEO. Internal communication channels were improved and new skills recruited into the communication team to provide a higher level of ongoing support.