Case Study: Marks & Spencer protects market leadership with Adthena

How Britain’s most loved retailer protects its market leading position

Marks & Spencer, one of Britain’s most iconic retailers, turned to Adthena to gain both a high-level view of its competitive landscape and detailed day-to-day search intelligence. The team needed to track competitor movements across five key categories, understand market shifts, and quickly determine whether changes were driven by internal decisions or by the wider market.

Using Adthena’s competitive intelligence platform, including share of spend vs. share of clicks and its Weekly Highlights Report, M&S improved strategic planning, campaign optimization, and stakeholder reporting. The solution helped save 10 hours per week on category monitoring and gave the business the confidence to defend investments, respond to competitor moves, and align paid search decisions with broader business strategy.

Marks & Spencer

Karen Luff

Paid Search Manager