MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing communications

WINNER John Lewis (Agency: Adam & Eve)

Retailer John Lewis has created the defining marketing communications of our era with its tear-jerking TV campaigns created by Adam & Eve. The retailer shows that the right approach to marketing communications can help a business grow even through an economic downturn. Where other retailers have responded to tough trading with short-term deals, John Lewis has focused on its enduring values and has touched the nation's hearts with emotional advertising.

The 'Always a woman' ad campaign in 2010 and a series of Christmas campaigns, including the 2011 'The Long Wait' campaign, eschewed the glitz and celebrity of other retailers and have captured the mood of consumers while delivering strong commercial success. Like-for-like sales and profit have grown through 2010-11 and the retailer has also improved its market share position.

The campaigns sprang from two core marketing thoughts. First, John Lewis's commitment to be 'Never Knowingly Undersold' and also the idea that John Lewis is the home of thoughtful gifting at Christmas. The campaigns have restated the power of quality TV campaigns, even in a time of economic downturn. Judges highlighted the fact that companies are now asking Adam & Eve to 'do a John Lewis'. 'They are connecting with customers in an outstanding way. It is beautiful marketing that is beautifully executed. John Lewis held its nerve this Christmas and it paid off,' said the judges.

ALSO SHORTLISTED FOR MARKETING COMMUNICATIONS

  • ASOS, The urban tour; British Gas, Nectar launch; Mercedes, Escape the map; 
  • Orange Gold Spots, Getting the A-Team for free

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer