High street retailer Marks & Spencer has renewed its media planning and buying contract with WPP’s Mindshare, which has now held the account since 2014.

The historic firm opted to re-select Mindshare without going through a competitive pitch process, instead choosing to “reinforce the trust and effectiveness” that has been built up over the last decade.

The agency will also continue to oversee media planning and buying for Marks & Spencer Food, Marks & Spencer Fashion, Home and Beauty and the Marks & Spencer masterbrand.

“Mindshare UK has supported us in broadening our appeal as we continue to reshape M&S for growth,” said Sharry Cramond, director of loyalty, fashion, home & beauty marketing and masterbrand at Marks & Spencer.

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“Mindshare has consistently been creative in its output – helping us think differently about the channels we invest in and which product offerings and services are the most appropriate to target both new and existing customers. We really value Mindshare as our media agency and look forward to the next few years in terms of strategic output and growth.”

This latest brief includes all above the line channels, including social media and digital, as well as modelling capabilities and SEO for Marks & Spencer’s Fashion, Home and Beauty UK and international business.

Jem Lloyd-Williams, CEO at Mindshare UK added: “We are incredibly proud of our decade-long partnership with M&S. Over the years, we have collaborated on multiple campaigns that have helped change the perception of M&S and broadened its audience.

“Our approach has helped grow one of Britain’s most beloved brands and develop relationships with younger audiences, as well as long-time customers. As we begin the next chapter in our relationship, we look forward to collaborating on even more campaigns that help to create meaningful and genuine connections with many more British consumers.”