Understanding your brand’s history and heritage is essential to successful brand management. Take your cue from your Latin marketing peers and respect the past in order to build for the future.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
This year’s Christmas ad featuring Snapper the Venus flytrap has achieved John Lewis’s highest effectiveness score since 2020, according to System1; however, the ad has failed to land in the top 10.
The high street retailer’s 2023 Christmas campaign is the first created by Saatchi and Saatchi.
The retailer has hinted at a festive ad hinged on growing traditions. It will be the first developed with new agency Saatchi & Saatchi.
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.
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