Agency: Banks Hoggins O'Shea FCB | Author: Steve Hastings |
Silver award
Waitrose
David versus four Goliaths: How Advertising Quietly Revolutionised A Successful Business
Waitrose A Unique Culture
Waitrose is part of the John Lewis Partnership and has a very strong culture based on coownership (Figure 1).
This culture is centred as much on the happiness of the partners as it is on profits. Any money spent on advertising is seen by the partners as coming from profit, which affects their annual bonus. So advertising has to be liked and effective to survive the unique...