The John Lewis Partnership (JLP) has announced the appointment of Saatchi & Saatchi as its new advertising agency for both John Lewis and Waitrose, replacing Adam&EveDDB, who worked with the retailer for 14 years.
From the summer, Saatchi & Saatchi will become the lead creative agency for all JLP’s brand and advertising activity, including its renowned John Lewis Christmas TV advert. The agency will also support the group’s planned launch next year of a new loyalty programme, which will cover both the John Lewis and Waitrose chains.
The first campaign by Saatchi & Saatchi is expected to be for Waitrose in the autumn.
Saatchi & Saatchi’s appointment follows last month’s naming of Emily Wells as the Partnership’s first Head of Loyalty. JLP also agreed new partnerships with customer loyalty and marketing experts dunnhumby and Eagle Eye to help “deepen” its relationships with customers.
Charlotte Lock, Customer Director for John Lewis and Pan-Partnership, commented: “We’re thrilled to be partnering with the talented team at Saatchi & Saatchi in our next stage of growth. As well as sharp strategic thinking and creative excellence, Saatchi & Saatchi’s culture, commitment to inclusion and social impact makes them a great fit for JLP. We’re very excited about what we’ll achieve together.”
Nathan Ansell, Customer Director for Waitrose, added: “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.”
