John Lewis advertising: It's not just for Christmas

Charlotte Wood

John Lewis, a UK department store, outlines its effective communications strategy around the year which works in tandem with its Christmas campaign and which contributes to 80% of sales and 60% of profits.

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...

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