// John Lewis Partnership appoints Saatchi & Saatchi as new creative partner
// The creative agency will deliver the group’s new Christmas and customer loyalty campaigns
The John Lewis Partnership has appointed Saatchi & Saatchi as its new creative marketing partner for both John Lewis and Waitrose.
This means the agency will develop and produce all of the retail group’s brand campaigns, including its popular John Lewis Christmas TV advert.
From the summer, the high street stalwart said Saatchi & Saatchi will become the lead creative agency for all JLP, John Lewis, John Lewis Financial Services and Waitrose brand and advertising activity.
Currently, all accounts are held by Adam&eveDDB communications company.
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Saatchi will also support next year’s launch of the new JLP brand loyalty programme, which will see customers being rewarded more when they shop with John Lewis and Waitrose.
The first Waitrose campaign is expected to be released in the autumn.
Saatchi & Saatchi’s appointment comes just weeks after the group named its first Partnership Head of Loyalty, Emily Wells.
The group also agreed new partnerships with customer loyalty and marketing experts dunnhumby and Eagle Eye to help improve customer relationships.
The move builds on the successful relaunches in the last year of My Waitrose and My John Lewis loyalty programmes.
Waitrose customer director Nathan Ansell said: “The Waitrose team can’t wait to get working with Saatchi & Saatchi. They’ve demonstrated a phenomenal capability and ability to ‘lift the lid’ on what makes Waitrose special in a dynamic, modern and compelling way.
“We’re very much looking forward to building on our existing brand strengths – quality, value and sustainability – as well as our recent successful Food to Feel Good About and New Lower Prices activity to further grow the Waitrose brand.”
Saatchi & Saatchi managing director Sarah Jenkins called the John Lewis Partnership “one of the most important organisations in British business right now” and added:
“As the John Lewis Partnership accelerates into a new and exciting next chapter, we are honoured to be taking on this remit and extremely proud of the creativity and smarts of the entire agency in ensuring we won this pitch.”
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