For the last decade, the single biggest objective of the John Lewis Christmas campaign has been to create Britain's most loved, shared, and talked about advertising.
Not just because we want to be famous.
Because we are, and always have been, firm believers that when you create a piece of work that the public genuinely loves – brand and business growth will always follow.
So, we were confident that, if we were to focus on this, first and foremost, - our other (but no less important) objectives would follow.
- Get more people spending more (our consumer behaviour...