The company’s customer directors tell Marketing Week it was Saatchi & Saatchi’s focus on differentiation, understanding of “the demands of modern retail marketing”, and its “smart, strategic, exciting” creative ideas that helped secure it the account.
After a pitch process that began in February, Saatchi & Saatchi will take over from Adam&eveDDB as the partnership’s advertising agency.
John Lewis customer director Charlotte Lock on why the brand’s solid foundations have led to improved footfall in 2023 amid plans to overhaul its loyalty and digital strategies.
With the development of its revamped pan-partnership loyalty proposition underway, the business is hoping to encourage more “cross-shopping” across John Lewis and Waitrose.
Tesco’s Emily Wells joins the John Lewis Partnership as head of loyalty to develop a new pan-partnership loyalty proposition, which is expected to launch in 2024.
Inflation hit the John Lewis Partnership “like a hurricane”, says chair Sharon White, with “strong sales” at John Lewis offset by declining sales at Waitrose.
After John Lewis revealed last week it would be parting ways with long-term agency partner adam&eveDDB, System1’s Jon Evans looks at what the retailer’s new agency can learn from the successes and failures of more than a decade of festive ads.
Creative agency Adam&eveDDB has rejected the opportunity to repitch, having been a driving force behind the retailer’s iconic Christmas ad campaigns for over a decade.
Pan-partnership customer director Charlotte Lock will take over responsibility for John Lewis’s customer activity, a year on from joining the business.
John Lewis’s festive spot ranks low in a field of exceptionally high-ranking Christmas ads, but performs well for a purpose-focused campaign.
Taking a cue from customer sentiment amid the cost of living crisis, John Lewis has swapped glossy effects for a simpler story highlighting the experiences of children in care.
John Lewis & Partners is focusing on affordability as it enters the second half of 2022, ahead of Christmas and the World Cup.
John Lewis has repositioned the brand under the ‘For all life’s moments’ promise, which it will be backing with a major new campaign, as part of its five-year turnaround plan.
The firm is promising further “significant investment” this year in areas including digital services, shop refurbishment, value and revenue diversification.
Claiming its original price promise is “no longer enough”, the retailer will focus on a new quality and value pledge backed by £500m of investment.