John Lewis announces major shake-up that will affect its Christmas adverts
John Lewis has got itself a new creative partner who will be in charge of its 2023 Christmas advert.
The upmarket retailer announced yesterday that it will no longer be working with advertising agency Adam&eveDDB who have created some of John Lewis most beloved Christmas adverts since 2009.
These include the Man on the Moon, Unexpected Guest and Bear and the Hare campaigns.
Going forward, the John Lewis Group will be working with the creative agency Saatchi & Saatchi who will be taking over the reins on this year's Christmas campaign.
The agency will also take the lead on next year’s launch of a joint John Lewis and Waitrose loyalty card which will see customers rewarded more when they shop with John Lewis and Waitrose.
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The first campaign is expected to be for Waitrose in the autumn.
Edgar the Dragon was the supermarket's 2019 Christmas campaign (John Lewis)Saatchi & Saatchi is best known for working with the Conservative Party in the 1970s and creating the "Labour isn’t working" campaign.
The creative agency has not shared what direction it would like to take the iconic John Lewis Christmas advert in.
However, Saatchi & Saatchi has said it was "pushed all the way" by the standard set by Adam&eveDDB.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: "This wonderful win is a testament to the creative talent and passion that fuels our mission to be the most influential creative company in modern Britain. There are no two brands that represent more of what is good and great about the UK and we are honoured to be able to play a role in their future success.
“We were pushed all the way by the standard set by our predecessors and by the two agencies alongside us in the process.
"There’s no bigger need or indeed, appetite for advertising than the success of the John Lewis Partnership - these brands are important to the fabric of our nation and we can't wait to get started.”
The John Lewis Christmas adverts became such an event in the festive calendar during the group's 14 years with Adam&eveDDB that the retailer held pre-screenings in cinemas.
Last year's Christmas advert didn't create the buzz John Lewis had previously gotten so the pressure will be on to smash it out the park this Christmas.
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