The John Lewis Partnership (JLP) has appointed Saatchi & Saatchi as its new creative marketing partner for both John Lewis and Waitrose.
John Lewis made a significant shift in their long-standing creative partnership, moving from adam&eveDDB—the agency behind their iconic Christmas ads since 2009—to Saatchi & Saatchi. This marked the end of a 14-year collaboration with adam&eveDDB, during which John Lewis’s festive campaigns became a hallmark of the holiday season, often dubbed the “UK’s Super Bowl moment” for advertisers.
The decision to bring in Saatchi & Saatchi came as John Lewis sought a fresh direction amidst challenging financial conditions. The change was part of a broader strategy to revive the brand and increase profitability, which included embracing new traditions and evolving their messaging to reflect socio-economic shifts in the UK. Saatchi & Saatchi’s first Christmas campaign for John Lewis introduced a more whimsical and bold approach, featuring a giant Venus flytrap character named “Snapper,” signaling a departure from the emotional, tear-jerking ads that had become John Lewis’s signature.
This new era of collaboration aimed to blend the magic of past John Lewis ads with a fresh, more contemporary feel, resonating with evolving customer expectations. The shift was seen as a bold move, with Saatchi & Saatchi’s team emphasizing their desire to maintain the spirit of John Lewis while bringing their own creative vision to the table.
Charlotte Lock, Customer Director for John Lewis and Pan-Partnership, said:
