John Lewis Partnership appoints Saatchi & Saatchi as new creative partner

The John Lewis Partnership (JLP) has appointed Saatchi & Saatchi as its new creative marketing partner for both John Lewis and Waitrose.

From the summer, Saatchi & Saatchi will become the lead creative agency for all JLP, John Lewis, John Lewis Financial Services and Waitrose brand and advertising activity. All accounts are currently held by adam&eveDDB.  

Saatchi & Saatchi will develop and produce all of its brand campaigns, including the popular John Lewis Christmas TV advert. 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 campaign is expected to be for Waitrose in the autumn.

It is the first time the partnership has carried out a creative agency pitch process in 14 years for John Lewis and in eight years for Waitrose. The process began in February this year supported by Oystercatchers, the specialists in creative agency evaluation, engagement and selection. 

The appointment does not include a review of JLP’s media agency account held by Manning Gottlieb (MG OMD), which was reviewed in the last couple of years, or content production.

Saatchi & Saatchi’s appointment closely follows last month’s news of its first Partnership Head of Loyalty in Emily Wells and also new partnerships with customer loyalty and marketing experts dunnhumby and Eagle Eye to help deepen relationships with customers.

Charlotte Lock, Customer Director for John Lewis and Pan-Partnership, said: “We want to thank all of the agencies involved in the recent pitch to become our lead strategic and creative partner across the JLP brands. The process showcased the extraordinary talents of our UK creative industries and the deep affection for our brands, for which we’re very grateful. 

“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”

Sarah Jenkins, Managing Director for Saatchi & Saatchi, said: “John Lewis and Waitrose are extraordinary brands, supported by 74,000 exceptional Partners, fuelling an incredible organisation. The John Lewis Partnership is simply one of the most important organisations in British business right now. A business born from purpose, building for the future, and wanting to do that in a way that truly services all their customers – old and new. 

“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.”

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, adds: “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 John Lewis Partnership – these brands are important to the fabric of our nation and we can’t wait to get started.”

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