The global advertising campaigns for M&S were built around the photographic imagery produced for the native UK market. As the business grew internationally with stores in UAE, India, China and Europe, it was important to maintain continuity from both a branding perspective and commercial efficiencies. As each country had to incorporate cultural and technical requirements, precise international creative systems and implementation guidelines were created to ensure impactful, on-brand and consistent rollout across the regions. For each fashion season over a period of five years, the huge scope of implementation included digital campaigns, bus, tram and train wraps, building wraps, press and poster campaigns and in-store marketing materials.