PROPOSITION REFRESH
Refined credit propositions across cards and emerging embedded finance opportunities.
Bringing More People into the M&S Money Story
M&S
M&S has successfully evolved to meet changing consumer needs, growing far beyond its heritage as a retailer. Now, M&S Money has an important role to play in that future, helping drive growth across the wider business while delivering more value to customers.
Since 2024, we’ve partnered with the M&S Money team to support this transformation, helping refine propositions, strengthen customer relevance and create a clearer role for financial services within the broader M&S brand experience.
UNDERSTANDING THE OPPORTUNITY BUILDING STRONGER CONNECTIONS BETWEEN MONEY AND EVERYDAY LIFE
Financial services can often feel separate from the brands people know and love. The challenge for M&S Money was creating propositions that felt relevant, distinctive and unmistakably M&S.
Working closely with the team, we supported the development of two core growth areas: credit and travel money.
For credit, we helped refresh the proposition across a range of products, from credit cards through to emerging embedded finance opportunities. The focus was on creating a clearer customer benefit and strengthening the role financial services could play within the wider M&S ecosystem.
Alongside this, we developed a travel money segmentation to better understand different traveller needs and behaviours. This informed strategic guidance on communications, messaging hierarchy and how best to engage customers across the travel journey.
The result was a stronger foundation for future growth and innovation across the portfolio.
TRAVEL MONEY SEGMENTATION
Created a clearer understanding of traveller needs to inform future communications and growth.
BRAND TRANSFORMATION
Supporting the 2026 M&S Money rebrand and the evolution of its customer-facing propositions.
THE RESULTS
Creating a stronger role for financial services.
The work helped bring financial services closer to the wider M&S brand, creating propositions designed to feel more relevant, rewarding and connected to customers’ everyday lives.
M&S Money launched its refreshed brand in 2026, supported by new campaigns across digital and in-store channels.
The updated credit proposition repositioned the card as a way to unlock greater value across M&S, bringing financial services closer to food, clothing, home and beauty.
Alongside this, the travel money work created a strategic platform for future communications and proposition development, helping the team build confidence in where to focus next.
BANG & OLUFSEN
Defining luxury in premium audio
As competition intensified, Bang & Olufsen sought to move beyond premium and establish a clearer position in luxury audio.
We uncovered the needs, expectations and codes of the luxury consumer – redefining what drives value at the high end. These insights shaped a more focused portfolio strategy, enabling B&O to sharpen its positioning, align its offer and build a more distinctive, future-facing presence in the luxury space.
CARLSBERG
Unlocking growth in hard seltzers
With hard seltzers booming, Carlsberg needed to define where and how to win globally.
We identified the key consumer drivers shaping adoption and translated them into clear, market-specific opportunities. This enabled Carlsberg to prioritise launches and focus investment; starting with targeted trials in Norway and Singapore before scaling into a broader global rollout.
The result was a more focused, insight-led entry into a fast-growing category.
BRITTANY FERRIES
Brand repositioning beyond core offer
As competition from low-cost, sun-focused holidays intensified, Brittany Ferries needed to evolve beyond its core ferry crossing offer and reposition itself as a provider of richer, end-to-end holiday experiences. We helped redefine the brand around what makes it truly distinctive: travelling by sea as part of the holiday itself, with access to discovery-rich destinations along Europe’s western coastlines. This new positioning came to life through a new logo and visual identity we created, alongside a reimagined onboard experience on its latest ships—designed to fully embody the brand’s promise.
BAKKAVOR
Reimagining the future of ready meals
Bakkavor set out to create a distinctive new brand in the competitive ready meals category without relying on retail or celebrity cues.
We combined deep category insight with consumer and expert perspectives to define a clear innovation opportunity, then took it end-to-end; from strategy through to concept, naming, design and launch.
The result was a multi-SKU range built to cut through at shelf and unlock new growth.
JABRA
Leading the future of the workplace
Jabra sits at the forefront of workplace innovation, navigating rapid shifts in technology, behaviour and environments.
We partnered with Jabra to explore what’s next; from the impact of AI to hybrid working and wellbeing, translating emerging trends into clear innovation opportunities.
Our work helped shape product and proposition development, ensuring Jabra continues to lead the category and unlock future growth.
SKY
Reframing the brand for a new era
Sky needed to shift consumer perception and reappraise its role in people’s lives.
We provided strategic guidance to define a new creative platform – grounding the brand in a more emotional, distinctive space that could cut through and resonate at scale.
This thinking became the foundation for the award-winning “That Sky Feeling” campaign, helping to reframe the brand and drive renewed relevance with audiences.
STARBUCKS
Rebuilding the Starbucks Reserve brand
Starbucks Reserve launched in EMEA to strengthen coffee authority, but underdelivered on awareness and engagement.
We redefined the brand’s strategic role and growth potential across key markets, developing and testing future brand territories with 2CV. This enabled us to prioritise the strongest opportunities and deliver a clear, commercially grounded roadmap, which identified must-win battles and where to focus investment into the areas with the greatest potential to drive growth.
TIKTOK
Embedding the audience growth strategy in TikTok
A segmentation framework only creates value if it’s adopted. After developing a global audience segmentation, we partnered with teams to bring it to life across the organisation.
From a high-impact launch event and leadership-led content to personalised tools and assets, we created a shared language and made the framework easy to use day-to-day.
By embedding it across content, product and communications, the work helped unlock a clear path to more than 500 million new users.
UNILEVER
Future-proofing hair styling innovation
Unilever needed to understand how hair styling had evolved post-pandemic and define a future-facing innovation roadmap.
We combined global research, expert input and deep consumer immersion to uncover emerging needs and identify six high-potential innovation territories. Through collaborative ideation and testing, we refined a focused set of concepts.
The result was a clear pipeline of next-generation products and the confidence to move forward in a rapidly evolving category.