M&S Corporate Gifts

Closed loops and a 60% sales boost

Making HubSpot make sense for a beloved heritage retail brand.

B2B gifting and rewards


M&S Corporate Gifts


Corporate Gifting

Target Audience

Marketing Manager
HR Manager

Marks & Spencer is an iconic UK brand – arguably the most beloved retailer on the high street. M&S Corporate Gifts provides businesses with impactful gifting options for clients, customers and employees. 

The Matter

Marks and Spencer’s corporate-gifting arm had untapped growth potential: the chance to increase market share during the lucrative Christmas buying period. What the M&S Corporate Gifts team needed was a head-turning B2B campaign underpinned by thoughtful, loop-closing marketing automation.

M&S corporate gifts hamper
Persona research
Competitor research
Messaging framework
Creative wrap
UX planning
Persona research
Competitor research
Messaging framework
Creative wrap
UX planning
Montage of M&S Christmas branded imagery
The energy


Creating a new brand and proposition for M&S Corporate Gifts that clarified its appeal and helped it stand apart from its B2C equivalent.
‘Closing the loop’ with a new tech stack – GA4, HubSpot, Looker (or Google Data Studio, as it was then known) – that offered full reporting visibility and insights into sales journeys.
Crafting multi-channel content that communicated the rational, emotional and topical arguments for choosing M&S Corporate Gifts over its rivals. Each content piece was fine-tuned to one of three detailed personas.
Making every pound of M&S Corporate Gifts’ budget work as hard as possible across planning, production, paid media and conversion-rate optimisation (CRO). They entrusted us to fully manage their spend, and we repaid them with a 1,375% ROI.
Taking a test-and-learn approach with all our activities – our swift and surgical CRO yielded serious results.
The reaction

Don’t be Shy gave us a clear understanding of the B2B opportunities open to us. Their marketing strategies are highly effective – the ROI speaks for itself – and their creative ideas keep us excited. They’re a joy to work with!

Roshni Patel,
Marketing Manager,
M&S Corporate Gifts


Revenue generated




Revenue increase YoY


Doubled web conversion rate