Campaign details
Brand: John LewisAdvertiser: John Lewis PartnershipAgency: adam&eveDDB; Manning Gottlieb OMD
Introduction
The success of John Lewis' Christmas campaigns is well documented. This paper is different.
It explores the brand's less famous 'Work Horse' advertising. At over 70% of media spend, this works in tandem with the 'Show Pony' Christmas campaigns, powering year-round sales, without a monster in sight.
It illustrates how rigorous evaluation and continuous refinement make Christmas and year-round advertising work together to become more efficient each year. In 2016, this approach led to John Lewis' most effective year ever.