John Lewis has appointed Circus, the integrated brand consultancy, to overhaul its retail marketing strategy. The appointment follows its decision to postpone a planned brand campaign and a series of changes at senior management level.
It is understood that Gill Barr, the interim marketing director, has appointed Circus to work with the retailer on a consultancy basis while it carries out a complete review of its marketing strategy.
Lowe, which was appointed to handle the £13m account last July, says it is not affected by the appointment of Circus but refused to comment any further.
The changes follow a number of senior changes at the retailer including the departure of marketing director Andrew Woodward last December. It was also announced in December that managing director Charlie Mayfield would take over as chairman. It is thought that he was reluctant to commit to a major marketing campaign until he had a managing director. He has since appointed Andy Street, the former director of personnel, to the role.
It is understood that Circus is working closely with the John Lewis board to help reach an agreement on the direction that it should take.
John Lewis has become the UK’s leading department store operator and has plans to open ten more stores in the coming decade to increase its portfolio to 36 outlets.