Noemie Lenoir

[scriptgirl]

Reporters

 

[crow_watcher]

^I love Noemie's look. Her lips look full, hair just right, and her eyes...

 

[scriptgirl]

NL images

 

[crow_watcher]

^She has a slight stern look on her face, yet so sexy!

Thanks for the 2 posts!

 

[scriptgirl]

starface

 

[RoseMary]

Noemie Lenoir - portraits in Cannes (May 20, 2005) - celebutopia.

 

[crow_watcher]

^ Hidden behind her beauty she seems a bit blue. Maybe she's just relaxed.

Post 2365 - I like her shirt and those pants are just live!

 

[scriptgirl]

next

 

[crow_watcher]

^Beautiful! The last pic is my favorite. I just love the way she looks in that summer hat and the decorated outfit.

Thanks!

 

[scriptgirl]

london express

LP
Profits up, bonuses cut

SIZZLING Noémie Lenoir and Myleene Klass have helped Marks & Spencer to make £1billion profit.

TD
A sterling effort by the sexy models on the advertising front means the firm's biggest annual profit for a decade.

Noémie, 28, and Myleene, 30, have pulled in the M&S shoppers by starring alongside the likes of Twiggy, 58, Lizzie Jagger, 24, Erin O'Connor, 30, and Laura Bailey, 35.

But in bad news for the firm, City experts predict bonuses for the 75,000 staff will only be a fraction of last year's £91million payout, as shoppers are hit by the credit crunch.

Chief executive Sir Stuart Rose, 59, has also missed out on a bonus of up to £3m, according to pundits.

Pre-tax profits were up 4% to just over £1bn, only the second time in the company's history it has hit the magic figure.

But M&S suffered a disappointing Christmas, and like-for-like sales fell 1.7% in the last three months of the financial year.

Shares have also fallen to almost half their value.

Sir Stuart, who is on a salary of £1.13m, said: "We did not meet the profit target and we did not deserve the bonus.

"At the end of the day, if you don't earn it you don't get it." A source said: "There's no doubt these girls helped the firm's profits.

"Women snapped up the clothes because they wanted to look as good as these models.

"Even though it's not as much as managers hoped, it is not to be sniffed at." M&S, which spent around £1bn modernising stores last year, is also reviewing its food business. It may decide to sell non-M&S-brand products for the first time.

 

[scriptgirl]

The Guardian

SE The Guide
HD The Guide: A game of other halves: Johnny Sharp scouts the Euro WAGs limbering up for the cup
WC 1012 words
PD 7 June 2008
SN The Guardian
SC GRDN
NGC Guardian & Observer - Print and Online
GC CTGGRO
PG 16
LA English
CY © Copyright 2008. The Guardian. All rights reserved.
LP
Blanket media coverage of the 2006 World Cup was lit up, even for people who think Tord Grip is a new hair straightener, thanks to the effortlessly photogenic presence of the England squad's WAGs. So what is there to distract lovers of high fashion and conspicuous consumption this summer, since England have failed to qualify for Euro 2008? Here's our introduction to a few of the women who you might just see peering out from oversized designer sunglasses in the weeks to come.

THE STAR PLAYERS

TD
Sylvie van der Vaart,

wife of Rafael van der Vaart (Netherlands)

This Dutch VJ and her superstar midfielder hubby would surely be Holland's answer to Posh and Becks, had Posh taken the career path of Donna Air, and had Becks been blessed with what is known in the game as "Phil Neville jaw". Rafael's career path has been not dissimilar too, as he was stripped of the captaincy of Ajax Amsterdam in 2004 by a no-nonsense coach who seemed to resent his frequent appearances at parties with Sylvie. That didn't stop the couple marrying in a lavish ceremony broadcast live on Dutch TV in 2005. Despite his move to unglamorous Hamburg, they now pose for 24-page photoshoots, then claim to be "very private people". A Google image search will reveal them indulging in pillow fights, enjoying a woodland walk, and cuddling up in their sumptuous home. Yet they are national treasures, to the point where Dutch parliament discussed what should be done to tackle crude terrace chants aimed at Sylvie. What's the Dutch for "sticks and stones.
. ."?

Alena Seredova,

girlfriend of Gianluigi Buffon (Italy)

Ever since George Best first breathed alcohol-scented sweet nothings into Miss World's ear, footballers and beauty queens have naturally gravitated towards each other. The 1998 winner of Miss Czech Republic, who holds the outsized hand of Italy's goalkeeper, also ticks another essential box for Euro WAGs in that she has made regular appearances on Italian television, invariably on game shows or "comedy" shows that make Benny Hill look like Jerry Seinfeld. To clinch the treble, she also models. During the 2006 World Cup, she took part in a football-themed fashion show for underwear manufacturer Triumph, sporting a bra with cups shaped like footballs bulging in

a goal net.

Nereida Gallardo, girlfriend of Cristiano Ronaldo (Portugal)

The girlfriend of Manchester United's Madeiran wonderkid may be from humble stock, working part time in a nursing home (and modelling topless the rest of the time, as the tabloids recently felt duty bound to reveal along with full pictorial evidence) but Ronnie clearly values her enough to buy her a pounds 25,000 pair of earings in the shape of the legend R7 (in celebration of his initial and shirt number). Earlier this season, the Sun reported an Old Trafford onlooker making the convincing-sounding statement: "Her earrings sparkled under the floodlights and we all instantly realised they were dedicated to Ronaldo." Nereida (which, as you surely know, means water nymph) met Ronaldo in a nightclub (where else?) in Mallorca in January, and since then they are said to have been "inseparable". Apart from when he's on the pitch of course, that might hinder his famous step-overs slightly.

THE BAD GIRLS

Nuria Bermudez, girlfriend of Dani

Guiza (Spain)

A legend among WAGs.

A passionate Real Madrid

fan, Nuria once claimed to "know" the whole squad, and no one took that to mean she merely played the odd game of Scrabulous with them on Facebook. It was she who vowed, "I will bed David Beckham," on his arrival in the Spanish capital, and she even hid behind a bush on one occasion so she could spring up beside him and sell the pre-arranged photographs to the gossip magazines. However, more recently she seems to have put her talents to more constructive use, as a Uefa-licensed football agent. One of her clients, Daniel Gonzalez Guiza, became her lover; she helped broker a euros 5m move to Real Mallorca, and this previously erratic, underachieving striker became one of the Primera Liga's top scorers, something his manager put down to his settled domestic life. Back of the net!

Belen Rodriguez, girlfriend of Marco Borriello (Italy)

After her fiance, Genoa forward Marco Borriello, failed a drugs test in December 2006, she bravely sprung to his defence, and thenceforth into the gossip pages. His failed test, she claimed, was the result of him applying ointment to his privates for an STD which he had caught from her, which happened to contain the banned substance cortisone. "I advised him to use the ointment but forgot it contained cortisone. Our sex session proved fatal," she explained. We've all been there.

THE MODEL PROFESSIONALS

Noemie Lenoir, wife

of Claude Makelele (France)

Mrs Makelele is one WAG who should be a familiar face to anyone who has looked at the 30 per cent of UK billboard ads which don't feature Myleene bloody Klass. Noemie is one of the models photographed frolicking around in her underwear with Laura Bailey, Twiggy and Erin O'Connor. Oh and actually Myleene's in that one as well. Why? She is also keen to break into acting, and has had small parts in a couple of Hollywood films, including the critically acclaimed, impressionistic arthouse masterpiece Rush Hour 3.

Oksana Andersson,

fiance of Christian Wilhelmsson (Sweden)

Some would have you believe that WAGs have no talent of their own. Yet as Oksana points out on her website, she used to be a dancer with "international famous pop group Sunblock" who specialise in Bundes-house remixes of 1980s cheese such the Baywatch theme I'll Be Ready. After that hit, we are told, "her career increased in every direction". Thankfully, it's heading away from the UK charts - Sunblock's last effort only got to No 16 *

 

[scriptgirl]

The Guardian

Sport: Tangled web;
Guardian, The 05-24-2008



Sport: Tangled web
Section: Guardian Sport Pages

It is doubtful if a mole has ever had better credentials than the one who informs us of Everton's definitive list of summer targets. His mum, apparently, knows someone who works at the club's Finch Farm training ground and has been told that Zenit St Petersburg's Andrei Arshavin (pounds 9.5m), Chelsea's Steve Sidwell (pounds 3.5m), Valencia's Joaquin (pounds 12m) and boyhood Evertonian Michael Owen (pounds 9m) will all be gracing Goodison Park next season ( www.football-rumours.com ) . . . Manchester United are going to pocket the pounds 70m Real Madrid want to give them for Cristiano Ronaldo. Hang on a minute, they won't take such a piffling amount. Better make that pounds 107m ( www.calciomercato.it ) . . . But who are they going to splurge on? What about Fergie's "dream striker", the one he feared he could never afford? That would be Inter's Zlatan Ibrahimovic, a snip at pounds 40m ( www.footballtransferleague.co.uk ) . . . Noemie Lenoir, the wife of Chelsea's Claude Makelele, pitched up on the Cannes red carpet the day after the Champions League final with her crowning glory askew. "Proof," says the correspondent, "that bad hair can happen to beautiful people." It's one thing after another, eh Claude?

 

[scriptgirl]

Marketing week

MARKS & SPENCER: Facing up to the future
Type: Marketing & promotion

M&S's recent resurgence has depended heavily on its advertising. But will the new face set to front its Christmas campaign - Hollywood actor Antonio Banderas - take it to the 'next level', and will the in-store merchandise match up to the marketing hype? asks Matthew Gorman

Marks & Spencer, whose advertising has been integral to its recent turnaround, is signing Antonio Banderas to star in its Christmas campaign (MW last week). But opinion is divided over whether the Hollywood actor is the right choice for M&S, which has long been the cornerstone of the high street in the UK.
Banderas, whose films include The Mask of Zorro and Once Upon a Time in Mexico, will be cast as a matinee screen idol in a campaign that will pay tribute to Hollywood films from the 1940s and 1950s. Many industry experts believe the campaign will take M&S to the "next level", but others warn that the retailer's core middle- England audience may not have heard of Banderas.

The resurgence of M&S has been closely linked to its advertising, which has featured Welsh singer Shirley Bassey, 1960s icon Twiggy and models Erin O'Connor, Laura Bailey, Lizzie Jagger, Noemie Lenoir and, more recently, Myleene Klass. The addition of Banderas to its Christmas campaign, which is being created by Rainey Kelly Campbell Roalfe/Y&R, is being seen as the retailer's first concerted attempt to promote its fashion offer beyond womenswear. The only real activity for its menswear range has underpinned the Autograph line, which has been promoted by several male celebrities, including Bryan Ferry.

TURNING UP THE HEAT

One advertising source says Banderas's signing "is all about raising the bar on their last ad". The source adds: "The fashion business is often driven by the use of celebrities. [M&S] has grown over the years from having Zoe Ball to Graham Norton to Helen Mirren and Shirley Bassey. It is gradually turning the dial up."

M&S's advertising strategy can be broken down into three groups: fashion, fronted by Twiggy and the M&S "girls"; food, which uses the "this isn't just food" strapline; and customer relationship management, which was thrust into the spotlight earlier this year with the retailer's Plan A "green" commitment.

Jasmine Montgomery, deputy managing director and head of strategy at FutureBrand, says: "The ads have been phenomenal - so insightful. Thank God they didn't have Tony Blair coming out in Levis trying to be cool." She believes that the campaigns are all about style, elegance and beauty, and champion older women in a similar way to the Dove "Real Beauty" campaign.

Montgomery adds: "Just the visual look and feel of that campaign set up what M&S is about. You wanted life to look like that." She thinks that having a mix of ages in the same shot has been "phenomenal" at advertising across categories.

But Richard Perks, director of retail research at Mintel, believes advertising can only do so much. "It has been successful and ads will get people into stores, but if you don't have what they want, they won't buy," he says. "Merchandise is the key."

MIDDLE OF THE ROAD

The advertising source also questions how relevant Banderas is to M&S's core market: "Its target audience is still very middle England, middle class and middle aged, and one issue will be how many people know who he is."

The campaign has been running for more than three years and, according to one industry insider, M&S will need to have a rethink in about 18 months. "The formula has been the same for some time, with Twiggy and the girls, and the look and the feel," says the insider. "You have to ask where next? The public wants constant news and evolution, as do the City and analysts."

Fashion retailers have to keep the brand fresh, but changing their focus to other sectors, such as menswear, usually only lasts for a limited amount of time because womenswear generates the bulk of sales.

Beyond the advertising, the revival of M&S, since chief executive Stuart Rose took over in 2004, has been one of the biggest success stories of British retailing in recent years. Montgomery says: "M&S has been a phenomenal turnaround story. On a good day it was seen as cheap, but good value and on a bad day, cheap and frumpy."

As part of its revival, the company has expanded its price ranges, improved stores and moved into new areas, such as catering, with concepts such as its M&S Kitchen pilot (MW April 5).

Neil Saunders, consulting director at Mintel, says clothes and food are the main staples of the business, but he adds that there are now opportunities for the retailer in other areas. A number of stores have small technology sections, selling items such as MP3 players and flat-screen televisions, along with white goods. Homeware is seen as another growth area.

Montgomery adds: "M&S is doing a fantastic job in certain categories and has a huge reputation to leverage if it goes into other areas. Menswear and childrenswear are no-brainers. They are low-hanging fruit."

She says she would like to see the company moving into other categories such as bookshops, restaurants and delicatessens, although Perks argues he cannot see standalone stores ever being more then a "nice to have".

Along with extending its product range, the retailer has moved beyond the "one-size-fits-all" mentality for its store formats and begun adapting to location. Along with expanding its Simply Food concept - through standalone stores and concessions in petrol stations - the retailer has started trialling a new homewares store concept in Northern Ireland.

Saunders says: "You need to have different store formats and I think M&S, for a long time, tried to make one size fit all. Stores in the high street looked like the ones in city centres." Larger stores, such as the one at Bluewater shopping centre in Kent, have such a wide variety of products for sale that they resemble department stores.

This has pushed M&S into a grey area. One branding expert says it needs to clarify its brand position to determine whether its stores will be seen as department stores or standalone stores.

Expanding abroad is also now considered one of the biggest opportunities for M&S. The company very publicly closed the majority of its international stores at the end of the 1990s, as it struggled in its home market. But analysts say the time is now right for the company to start looking abroad again. It has already opened stores overseas through franchise agreements, including a new outlet in Dubai.

For the past five years, M&S has had a spectacular reversal in fortunes on the back of a hugely successful advertising campaign. It will be hoping the addition of Banderas can take it to that "next level".

Copyright: Centaur Communications Ltd. and licensors

 

[scriptgirl]

Campaign

THE ART OF PHOTOGRAPHY; Roalfe, Mark
Campaign 01-20-2006



The most successful brands achieve fame through their use of iconic imagery, so it is essential to find a photographer with the skill to turn your advertising concept into reality. Mark Roalfe on why the perfect picture can be worth a thousand words

Press advertising is not what it used to be. Long copy ads are a rarity nowadays. That is not to say that there is anything wrong with copy, but the photo has certainly become king. Many of today's press ads resemble posters in print.

Photography has become all important. Now, before we get too far into this, I had better own up to something about my tastes in photography. I'm no fan of the flat-lit, slightly Swedish-looking stuff that's all the rage at the moment. It was quite interesting when one or two people were doing it. But now, quite frankly, it has lost its novelty value and I'm not sure it creates a world that anyone who doesn't work in advertising wants to aspire to.

I'm glad I've got that of my chest, but I think my taste may be the basis of one of my principles of press advertising photography - it is used to create desire. I know that sounds a little simplistic, but we have to create brands people want to be seen with.

In doing this, we must also have a visual "tone of voice" for the brands we work for. A lot is talked about a verbal tone of voice but I think a visual one is equally - if not more - important. Maybe one of the best examples of this is car advertising. What makes one marque different from another or able to command a higher price? It is not all down to the engineering; a lot of it is to do with the imagery we build around the brand.

In the early days of my career, I worked on BMW at WCRS. Robert Campbell and I had finally got a BMW press ad through. Being the young upstart I was, I thought I would try to do it slightly differently. So off I went to the Cotswolds with a BMW 3 Series and a photographer. I did what I thought was rather a good shot and trotted back to the agency with it. I showed it to Ron Collins and Robin Wight, who "politely" asked me what on earth I was doing. Why had I made their precious Teutonic BMW look like a Volvo? A few days later, I was in Milton Keynes reshooting the ad against a typical BMW background of steel and glass. It was a hard lesson to learn but a good one - and it was my first about the photographic tone of voice. It is not about your own personal choice of what you think might make a good shot, it's about what is right for the brand.

At Rainey Kelly Campbell Roalfe/Y&R, we handle Land Rover. The 4x4 market is a very overcrowded place these days. However, compared with Land Rovers, the other 4x4s are pretenders. So we set out to prove the brand's true 4x4 credentials. Land Rover is also a brand with a bit of a personality, so we wanted to give it a sense of warmth. Mike Boles' and Jerry Hollens' "hippos" ad brought these qualities together perfectly. I remember when I first saw the rough, it was brilliantly simple and brought a smile to my face. However, a lot can go wrong between a rough and a finished ad.

In the briefing for this article, I was asked to discuss how to get the best from a photographer. I suppose everyone has their own way of going about it, but I think Hollens sets an example for any young art director to follow. First, he always seems to work with the very best photographer the budget will allow. Then, he really plans the shot, drawing the roughs in different ways, finding scrap art to get the feel he's after. Then, on the shoot, he always covers enough to give himself options. When Hollens comes back from the shoot, he spends a few days in the studio with Lee Aldridge, making sure the shot works before it goes anywhere near a retoucher. But throughout the process, his decisions are guided by the knowledge that the shot has to make the idea behind the ad work.

Now, I'm about to show my age. I worked on the launch of Today, Britain's first colour newspaper. At the time, it was a bit of a disaster. None of the colour shots were ever in register. There were sketches on Spitting Image about it and the phrase Eddie Shah-o-vision was coined. No-one thought colour repro would take off in the national press. The next thing we knew, The Sun's page three was in colour and the world had changed.

It was the fact that national press colour reproduction is now so good that led us to the Marks & Spencer press strategy. Women's magazines are crammed full of glossy fashion ads and we wanted a medium that would give us standout. Sadly, I don't think we claim to be the first to do this. A few years back, I remember seeing some full-page ads for Prada in the national press. They stood out like the proverbial "dogs", not just because they were out of their usual environment but also because of their size.

Now, choosing photographers to shoot an M&S campaign is never as easy as one might think. M&S is not a high-fashion brand but it is the nation's favourite high-street fashion brand. Most of the top fashion photographers only really specialise in high fashion. Their shots usually turn the models into something quite cold, whereas we were looking for warmth and humanity for M&S. It all comes down to what I was talking about earlier in terms of finding a photographer with the right photographic tone of voice. This year we chose Uli Weber. In his work, Weber treats the girls he shoots like real people rather than clothes-horses and the images he produces are always strong and iconic.

With M&S, not only is the choice of photographer all-important, so is the choice of model. This year we chose four different faces to reflect the diversity of the clothing ranges and the store's customers. The models were Twiggy, Erin O'Connor, Noemie Lenoir and Laura Bailey. Twiggy, a national treasure, was to appeal to the older customer. O'Connor represented the other end of the spectrum to enhance the fashion credentials.

I wanted the shots to have a softness to them so we shot everything in natural daylight. It always produces good skin tones and creates a naturalness that I think suits M&S as a brand. This shoot was also the first time I have ever shot fashion digitally. I have to say I had my reservations at first but Weber, who had assured me I would not be able to tell the difference, was absolutely right. The results were excellent. There is one final ingredient that can turn what could be an ordinary shot into a great one, and that's a little bit of luck. Luck comes in all shapes and sizes. It could be that little burst of sunlight, that unexpected look from the model, or the suggestion you had not considered. When it comes, grab it with both hands, it could transform your picture.

Well, that's my lot. I hope it was helpful in some way or other. Thank you for reading - and be lucky.
SIDEBAR
"It is not about your own personal choice of what you think might make a good shot, it's about what is right for the brand"
SIDEBAR
Uli Weber photographer

With any advertising campaign, whether for a newspaper advertisement or a billboard, the final images have to have a lasting impact. You need to remember that the customer can simply glance at the picture or decide to stare at it for longer. The reaction you want is for your images to hold people's attention for as long as possible.

The current Marks & Spencer campaign involved a lot of teamwork. We took a good look at all the key elements: the product, backgrounds, lighting, models and poses, and came up with this solution for the shoot. It was a pleasure to have the possibility of working with Mark Roalfe at Rainey Kelly Campbell Roalfe/Y&R on such an exciting project.

I decided to shoot digitally, but to give the feeling of real film. The result is that the pictures do not appear too sharp or unreal, but have the natural look that film would create. Also, the advantage of working on digital is that you can see the images straight away on screen. This allows for a much quicker turnaround because you can pick and choose images as you go along, immediately after each shot has been taken.

Using famous models is not essential, but it has worked in this case to raise the profile of this campaign. The secret is always to make sure you pick absolutely the right model.

The images were shot on location at Hampton Court House next to Hampton Court Palace in July. The models used for the shoot were Erin O'Connor, Laura Bailey, Twiggy and Noemie Lenoir.

Working with all four models for this campaign was a pleasure. This particular shot of O'Connor has been popular because it is a classic portrait-style shot. This was achieved by using natural daylight, very little artificial light and a fairly long lens with little depth of field.

The beauty of these pictures is that even though the shots are about the clothes, they are also about the people in the photos - a representation of every woman is featured somewhere in this advertising campaign.

I take my inspiration from old photography books and I visit contemporary exhibitions in London and abroad whenever I have the chance. As a photographer I am able to turn this inspiration into something new in my work.

When the press ads appear it is very satisfying when the finished result is as you had imagined. But it is also reassuring when the product you are promoting sells afterwards - it confirms the success of the shoot.

I'm delighted with the pictures and I was fortunate to work with a great team of experts that ensured a fantastic final product.
SIDEBAR
Nick Georghiou photographer

"Hippos" was the first Land Rover concept I was asked to shoot for Rainey Kelly Campbell Roalfe/Y&R and, although it looked very simple, I soon realised there were some technical complications to overcome if we were to pull off the concept. The fact that hippos are some of the most dangerous animals didn't make me feel any easier.

The layout that the art director, Jerry Hollens, had produced was a Photoshop comp, rather than the line drawings I usually receive. As such, it was more finished, so I was a concerned about how free an interpretation he might want.

Africa was the obvious location for the shoot, but our research indicated that a production there would be difficult to control in the time available, and too expensive. So my African adventure was over before it had begun.

So I thought we could build a set on location and I put this idea and its execution to Jerry. To my surprise, both he and his creative director, Mark Roalfe, agreed. A set-building friend found an old airfield in Norfolk, close to where he lives, which gave us simple expanses of flat land and sky. A large pool was built, which ran from three inches deep at the back to one foot at camera position, with the car standing in a hole on a concrete base. Another hole was made to accommodate a life-size model of a hippo's head, and the pool was filled with water. The model hippo was used to cast the reflections in the muddy water and also to provide an edge that a studio shot of a hippo could easily be positioned upon. The model hippo was so good, however, that we blended it with the image of a real hippo to achieve the right look.

Jerry, like all good art directors, is a luxury for any photographer to work with. He has strong ideas and is unafraid to select a photographer for what he or she can bring to the table, rather than simply selecting a car, still-life, portrait or baked-bean photographer. I remember a meeting for a VW Polo studio concept when an account person asked me if I had ever shot a car before. I replied: "No, but, up until last week, I hadn't shot a fridge either." This ad, like "hippos", went on to win Campaign gold and silver awards.

It doesn't matter what the product is or what techniques are employed, the buzz for me is the challenge of working on interesting projects and making them the best they can be; collaboration, which is a vital ingredient of a successful advertising campaign; 120 per cent commitment from the whole team; and fun. Like the fun of watching Jerry running across an African plain pretending to be a springbok being chased by a cheetah for

 

[scriptgirl]

Marketing

M&S Womenswear: 'Autumn collection'; Reich, Charlotte
Marketing 10-05-2005



M&S Womenswear: 'Autumn collection'

Byline: Reich, Charlotte
ISSN: 00253650
Publication Date: 10-05-2005
Page: 24
Section: Presswatch
Type: Periodical
Language: English

People who know me will say it is typical I have chosen to write about a fashion brand. When devouring the women's glossy magazines and weekend supplements, I always head straight for the fashion pages.

This M&S women's fashion campaign caught my eye for a couple of reasons. First, the clothes look fabulous and, second, they are shot brilliantly and blend perfectly with the fashion environment in which they appear. At first glance the ads could even be mistaken for a magazine shoot.

The media strategy also impressed me. The campaign runs in the upmarket glossy weeklies and the weekend supplements. Monitoring weekly sales figures is crucial for retailers and this campaign is as much about driving sales as changing perceptions and growing awareness.

Consecutive pages showcasing different creative executions have been booked within many of the titles to ensure maximum standout and to demonstrate the wide range of fashion available from M&S.

There is a real sense of both youth and elegance to the campaign helped by the models that appear in the ads: Twiggy, Erin O'Connor, Laura Bailey and Noemie Lenoir. The decision to use Twiggy shows that M&S still has something to offer the more mature consumer who may have recently become disillusioned with the brand.

By using well-known fashion icons, M&S is speaking to its core target markets in a relevant and aspirational way. The ad is not only beautiful but also practical, as it lists the prices of the clothes featured. For the fashion-hungry reader this is hugely helpful and shows M&S has taken the time to really understand its audience.

In addition, the 'Your M&S' strapline speaks volumes about the brand, communicating the idea that there is something for everyone in its stores - a credible statement as this message is consistent across all the brand's current advertising.

The fashion ads are a genuine part of the whole experience of reading a magazine and newspaper supplement. The relationship these readers have with their favoured titles has a positive effect on the advertisers appearing within them and M&S should benefit from this.

So, with pay-day looming and late-night shopping on Thursday, I, for one, will be stopping off at the Marble Arch M&S to purchase that lovely cashmere wrap before they sell out.

 

[scriptgirl]

Town and Country

Grand Illusions; Anonymous
Town & Country Monthly 05-01-2004



Grand Illusions

Byline: Anonymous
Volume: 158
Number: 5288
ISSN: 00409952
Publication Date: 05-01-2004
Page: 142
Type: Periodical
Language: English

An extraordinary blend of fantasy and femininity defines the latest in haute couture.

Noemie Lenoir, radiant in the newest creations from Paris, knows a thing or two about striking the right pose. The L'Oreal model plays up her coy side in a shantung-organza shirtwaist dress by Chado Ralph Rucci Haute Couture. Feathered chiffon on the neck and sleeves softens the tailored cut. Earrings of 18k white gold and diamonds are by Cartier, as is all jewelry throughout unless otherwise noted (prices on request). Opposite: In a bolder number-an Atelier Versace gown with an embroidered bodice and braided suede fringe-Noemie is all confidence. Snake-skin heels also by Atelier Versace. Hair by Isabelle Luzet, makeup by Jolanta Cedro, using L'Oreal cosmetics; both for modshairagency.com.

Delicate ruffles in a melange of neutral shades heighten the elegance of this black silk-organza cocktail dress by Givenchy Haute Couture. The opulent platinum and diamond necklace is from the Cartier Estate Collection. Opposite: Noemie evokes a contemporary Cleopatra in this astonishing silk-tulle gown with a gold and silver embroidered bodice from Dior Haute Couture by John Galliano. Turquoise scarab rings and brooches, also from Dior Haute Couture, complete the Egyptian-inspired look.

Christian Lacroix, an haute couture genius known for his mastery of color and pattern, doesn't disappoint with his grand, Spanish-flavored flounced organza dress in bright turquoise. he pairs it-on a supremely unflustered Noemie-with satin sandals in passionate red, creating a vivid and unforgettable combination.

East meets West in Gaultier Paris's lushly embroidered Asian-style satin gown, a look made all the more exotic by vibrant tulle trim that extends into a train. Platinum and diamond earrings. Opposite: Contrast was the theme of Karl Lagerfeld's collection for Chanel Haute Couture, as seen in this straight-lined black silk-crepe dress topped with a cloud of white pleated tulle with chiffon-and-lace ruffles. (It doesn't hurt to be statuesque, of course.)

Purple provides a regal background on this beaded silk jacket and silk-jersey dress from Emanuel Ungaro Couture, worn with Ungaro strappy leather sandals and 18k-white-gold, diamond and onyx earrings. Opposite: EMe Saab Couture's pink and green sequined chiffon dress brings out the shine in Noemie's eyes. Equally lustrous are her 18k-whitegold necklace and matching bracelet. For shopping information, see page 196.

 

[scriptgirl]

Sports Illustrated

Noemie Lenoir

AGE: 24 PLACE OF BIRTH: Les Ulis, France NOW LIVES IN: Paris MAJOR AD CAMPAIGNS: L'Oreal, Ralph Lauren, The Gap, Victoria's Secret, Gucci SI RESUME: This is Noemie's fourth appearance in the swimsuit issue (2000, 2001 and 2003). WHO IS YOUR IDOL? I used to say my mom, but now I'll say Angelina Jolie. She says the truth even when people say bad things about her. I think she is an amazing natural talent. She is very real. IF I WEREN'T A MODEL: I'd be a veterinarian. I love animals. PETS: I have two Chihuahuas--Nikita and Puma--and a ferret. CAN'T LEAVE HOME WITHOUT: My passport, my credit cards and my CD player. HOW I WAS DISCOVERED: Buying stamps at a post office in my hometown when I was 17. ON MY HEADPHONES: Norah Jones and Shaolin. QUOTE: I love to lie down and listen to old music--especially French artists from the 1950s like Edith Piaf. This is the way for me to calm down. I used to do yoga in New York, but that's not popular in France. With my job I always have to do some kind of sport to stay in shape. I used to say two years ago, "No, I don't like to exercise or diet. I can eat whatever I want." But that is now over. Now I'm running once a week. I know that's not a lot, but it is a start.

 

[scriptgirl]

Marketing

Creative Agency of the Year: Best of the rest; Anonymous
Marketing 12-01-2005



Creative Agency of the Year: Best of the rest

Byline: Anonymous
ISSN: 00253650
Publication Date: 12-01-2005
Page: 5
Type: Periodical
Language: English

If ever proof were needed that no one person - or, indeed, four - is bigger than the company they work for, it would be RKCR/Y&R. Following the departure of three of the four agency founders over the past two years, it is to the credit of chief executive James Murphy and his team that the agency has yet to lose any business and was a close contender for Creative Agency of the Year.

Some of the year's most effective advertising has been produced by this agency, not least its work for Marks & Spencer. After drafting in models Twiggy, Erin O'Connor, Laura Bailey and Noemie Lenoir to star in its ads, RKCR/Y&R has brought M&S back into the headlines for positive reasons. Its 'Your M&S' ads have been attributed by the retailer's chief executive Stuart Rose as a major contributor to an overall sales increase and rise in its share price to a three-year high.

As well as winning new business from Hertz and BAE Systems, RKCR/Y&R also produced some of its best work for one of its founding clients, Virgin. Its highly successful 'Return to the train' integrated campaign for Virgin Trains, featuring clips from classic films, increased visits to its website by 1500 to 5000 a week.

The Delaney Lund Knox Warren success story goes on. Over the past 12 months it has picked up £ 130m worth of new business, and in February stock market-listed marketing services group Creston announced that it was buying the agency for £38m.

In the same month, DLKW reeled in The AA's £20m business without a pitch. It was also appointed by SCA Hygiene to handle the £34m advertising for Tena, and won briefs for General Motors that had been held by Lowe and McCann-Erickson, including the combined £48m European Astra and Vectra advertising business.

The good news for DLKW's clients is that under the terms of its sale to Creston, the agency will continue to be run by the same management team - for the time being, at least.

Last year's Creative Agency of the Year, Clemmow Hornby Inge, has suffered growing pains, but that has not stopped it scooping up more than £100m of newbusiness, includingthe £35m Argos account, Ferrero, Teletext and Weight Watchers. But the most interesting development has been its encroachment on Saatchi & Saatchi's Toyota business, despite not having a European network.

The agency created its first ads for Toyota this year for the Aygo's European launch; the car marque liked what it saw, and awarded CHI the £35m Corolla business in August and the £50m Yaris account last month.

However, it has not all been good news for CHI. In early November Waitrose dropped the agency from its roster; a week later Direct Line took its £40m business to M&C Saatchi.

In its first full year of independence, WCRS' achievements deserve acclaim. Not only has it produced some of the industry's most creative advertising, it has also strengthened its management. In April, joint managing director Debbie Klein was promoted to chief executive and her first move was to install Will Orr from Mother as managing director. With these two at the helm, the agency has created striking advertising for existing clients including BMW, Mini and 118 118.

Its most high-profile work is for mobile phone operator 3, most notably its 'Tupperzik' campaign, which, although bizarre, was impossible to ignore, and has helped 3 become the UK's fastest-growing mobile operator, with more than 3m customers.

WCRS also picked up several pieces of new business in 2005. In April it landed the £22m Abbey advertising account and in July Heinz appointed it to handle its soup advertising. Cable & Wireless also appointed WCRS to work on its broadband service, Bulldog; the agency created its Open the gate' campaign, launched last month.

The one to watch in 2006 is DDB London. After a few years of decline, the Omnicom agency is getting back on its feet under the leadership of chief executive Paul Hammersley.

At the end of last year it pulled in the £ 15m account for Weetabix. This year it has gone on to pick up business from Channel 4, Capital One and RHM Foods. As well as creating the £5m launch campaign for Channel 4 digital channel More4, which attracted an impressive 2% audience share on its opening night, DDB oversaw The Guardians advertising for its September Berliner relaunch. The agency also created the much-heralded ad for the Volkswagen GTi, an update of Gene KeIIy1S S/ngzVm theRain.

All this, combined with a revamped planning department under chief strategy officer David Hackworthy, should put DDB in place to achieve strong results over the next year.

 

[scriptgirl]

Sports illustrated

Noemie Lenoir LES ULIS, FRANCE

Here's a compelling argument for why you should always mail your letters at your local post office: You never know whom you might discover. Or who might discover you. Seven years ago Noemie Lenoir was buying stamps for her mother at a post office near her home when she was spotted by a representative of Ford Models. That chance encounter led to a contract, and this 23-year-old has since put her stamp on the modeling world. Lenoir has been featured in campaigns for L'Oreal, Gap, Tommy Hilfiger and Victoria's Secret, and is making her third appearance in the Swimsuit Issue. In 2001 she made her first foray into acting by playing one of Cleopatra's courtesans in Asterix & Obelix: Mission Cleopatre. Her second movie, Gomez et Tavares, opens in France in May. She plans to pursue more acting roles, but when she needs to get away from the pressures of her career, she visits her mother, who lives on Reunion island, a slice of paradise off the coast of Madagascar.

 

[scriptgirl]

marks and spencer