The John Lewis Christmas campaign needs little introduction.
From 2009 to 2021, using a consistent strategy and creative playbook it has made the UK public cry and buy – delivering £411m in incremental profit.
However, in early 2022, significant challenges arose that required us to consider doing the unthinkable – change the strategic and creative approach to the John Lewis Christmas campaign.
It's a story of how we diagnosed the challenge, searched for new opportunity, and made the strategic pivot that led to the most talked about John Lewis Christmas campaign yet.
It's a story about the importance of...