M&S reminds us the little things are sometimes a big deal

M&S announcing a ‘Chief Compliments Officer’ is a reminder to say thanks for a job well done, says SHOOK's Sarah Tickle.

It’s grey. The rain is coming down for the 108,686th day in a row. My house is freezing, I’m back in jumpers. The world is on fire and the news cycle is bleak.

But what’s this? The nation’s beloved, Marks & Spencer, has announced Gillian Anderson as its very first CCO (Chief Compliments Officer)? Fab.

The news has brought a big smile to my face. Because not only is this such a clever, knowing nod to this month’s International Women’s Day and Mother’s Day, without being tokenistic slop, but it’s also just nice. And a bit silly!

Do I want Gillian to compliment me? Yes. Am I testing my own handwritten “Love that” notes? Yes.

But more than that, I’m thinking about compliments in real life. In PR, we’re action and delivery focused, getting jobs done to deadlines.

Yes, we have awards to celebrate our best work, but so often, we miss the moments to raise each other up for the little things. We see each other’s’ work, we love it, we discuss it and the person behind that campaign, has no idea the thoughts they might have brought to someone’s day. 

So, inspired by Marks & Sparks, here’s three compliments I want to pay to creative campaigns this month, to PRs and creatives who don’t know me personally (yet – let’s go for coffee)…

Thank you to Holland & Barrett’s team for its work around Endometriosis Awareness Month – your Endo Pants are a shocking and much-needed reminder of the wild reality that it can take an average of over nine years to diagnose this painful condition.

Joan London, love your campaign with TOTM tackling the lack of tampon regulations in the UK. ‘Safer than a Tampon’ has raised big questions that are currently being discussed in my group chat.

Leo UK, love your Camera Rolls McDonald’s campaign, celebrating the art of the late-night Maccies. If you want pics of my wedding’s McDonald’s free-for-all, you’re welcome to them!

A timely reminder that sometimes the best ideas aren’t the ones with the biggest bells and whistles – they’re the ones that connect with you on a human level. 

SHOOK co-founder Gemma talked about this recently with the launch of Crossbar. In her piece, she explains that “Like any brilliant creative idea, it [Britain’s first bar for women’s sports] is both inspired and irritatingly obvious when you hear it, the standard: “So bloody simple!”, “Why didn’t we think of that?”, “I can’t believe nobody’s done it before now”.”

I agree. In a world where things feel big, and bad, and scary, simple ideas can cut through. Compliments to M&S for the nudge to add more easy positivity into the world. We sure need it.