John Lewis: Making the nation cry...and buy
Principal authors: David Golding, Adam & Eve; Helen Weavers, Real World Planning; Paul Knight, MG OMDContributing authors: Sam Veitch and Lesley Turnbull, BrandScience
Introduction
Few people would dispute that in 2012 John Lewis is one of the most talked-about and admired advertisers in the UK. But it's easy to forget how recently that wasn't the case and how rapid the turnaround in the brand's communications effectiveness has been. This paper tells the story of how a bold decision to use highly emotional advertising, in a very challenging economic climate,...