Gillian Anderson is appointed by Marks and Spencer as ‘chief compliments officer’ to praise staff and customers

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Most companies have a CEO and CFO, and it’s becoming more common to see a wider range of specialized executive positions.

Marks & Spencer has taken an unusual approach by hiring a ‘Chief Compliments Officer’ – and they’ve chosen Gillian Anderson to fill the role, where she’ll be complimenting customers on their style.

The popular store announced that Sex Education and X-Files actor Gillian Anderson will be the new face of their campaign, after building anticipation online with hints about a famous style icon.

In the announcement video, Anderson introduces herself and her new role while sitting at a large desk.

Everyone appreciates a nice compliment, and that’s why I’m excited to start my new role as Chief Compliments Officer at Marks & Spencer.

This unique job title is part of a new campaign by the retailer to highlight how compliments and fashion can make people feel good and boost their confidence.

Okay, so M&S just appointed someone – Anderson! – as Chief Compliments Officer, which is the most amazing job title EVER. Basically, they’re in charge of making everyone feel good about themselves while shopping there! It’s all about celebrating what makes you, you, and how great it feels to express yourself through fashion. Honestly, it’s genius! They’re going to spread positivity and connection, the M&S way, and I’m already feeling happier just thinking about it. I can’t wait to see what they do!

This announcement comes after the brand shared a mysterious video earlier this week. The video showed a woman writing ‘Love That’ on company stationery, and fans immediately began trying to guess which celebrity’s handwriting it was.

Fans have been suggesting names like Kate Moss, Claudia Winkleman, Fearne Cotton, Sienna Miller, and Trinny Woodall as they try to solve the puzzle.

This campaign started with a social media series M&S ran last year, which highlighted small, positive messages shared between people who didn’t know each other.

Once the videos became popular, people started using ‘Love That’ to show they liked something, so the company decided to use the phrase in a larger marketing campaign.

This project wants to help people in Britain – who are sometimes seen as shy about giving or receiving praise – enjoy more little moments of happiness each day.

A recent study by M&S revealed that most people – 62% – immediately feel happier when they receive a compliment, showing how powerful kind words can be.

The study also found that 8% of people report never receiving a compliment.

As part of her new position, Anderson will spread encouraging messages online, and she’s even started a LinkedIn account to help kick off the campaign.

Anderson has done advertising work before, but this is one of her biggest campaigns yet for a popular British store.

She’s worked with M&S Food before, appearing in their Christmas ads with celebrities like Olivia Colman and Eddie Redmayne. However, this is the first time she’s been the face of an M&S fashion campaign.

The actress has advertising experience, previously appearing in a £4 million campaign for Dreams, a bed retailer, and as the face of Dune London’s Spring/Summer 2020 collection.

She explained that a kind word can really brighten someone’s day and give them a confidence boost. In her new role as Chief Compliments Officer, she’s dedicated to spreading positivity and making compliments a regular occurrence.

Throughout my acting career, I’ve often played strong, complicated women. Because of this, I put a lot of thought into my appearance, so receiving a compliment feels especially meaningful.

It’s not really about my appearance, but about expressing myself through my style. When people appreciate that authenticity, it feels really good.

A sincere compliment, particularly about your appearance, can really affect how you feel and how you present yourself – whether you’re at a glamorous event or just running everyday errands. Everyone deserves to experience that positive feeling more often.

In 2020, Marks & Spencer revealed it would be reducing its workforce by 7,000 employees due to the challenges Covid-19 posed to retail businesses.

The company has dramatically improved its performance recently. In 2025, it achieved record financial results, and pre-tax profits reached £716.4 million in the year 2023/24 – a significant increase from the £453.3 million earned the year before.

Marks & Spencer has again been recognized as a leading UK brand, earning the title for the fourth consecutive year earlier in 2024.

The retailer has hired a Hollywood star as its first Chief Compliments Officer, signaling a belief that offering positive feedback could be a new strategy for attracting customers.

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2026-03-10 10:04