John Lewis celebrates 'happily dysfunctional' agency ties

John Lewis: discusses its relationship with Adam & Eve/DDB
John Lewis: discusses its relationship with Adam & Eve/DDB

Craig Inglis, John Lewis's marketing director, admits the company's "happily dysfunctional" relationship with ad agency Adam & Eve/DDB has been key to the success of its advertising.

Speaking at the IPA’s Adaptathon event at Altitude London, Inglis and Adam & Eve DDB chief executive James Murphy discussed what made successful collaborative working partnership.

Inglis said: "We’re not in a functional relationship. We’re happily dysfunctional. We’re in it together. Any client uses an agency because at the tough moments they want to be shoulder to shoulder.

Murphy said they were currently "locking horns over music for the Christmas [campaign] this year".

He added: "What we value is openness and energy and lots a lot of debate and argument."

He said that when the relationship was "going really well" it was essential to prevent "complacency creeping in".

The Adaptathon is being hosted by broadcast journalist Evan Davis. It opened with IPA Ian Priest chairman president explaining that today’s event is the first of five Adaptathons taking place over the next 18 months.

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

Latest

Kickstarter campaign wants to replace tube ads with cat pics
The New Day: media agencies' view on paper's closure
Times are still tough, but Sainsbury's and Morrisons both have reasons to be cheerful
Northern & Shell turns to comScore to boost audience reach claims
John Lewis reveals judges for JLAB accelerator programme
Tottenham Cat Road? Kickstarter campaign wants to replace tube ads with cat pics
My career in 5 executions: Chuck McBride
The new language of anti-authenticity
Beyoncé vs Radiohead: the art of the explosive album drop
A view from Dave Trott: The peasants are revolting
The New Day: Trinity Mirror bosses should feel ashamed at paper's failure
For the sake of the work, iron out those differences
Things we like: Harvey Nicks' Vogue 100 ad
Diary: None direction
ISBA isn't rebuilding trust with agency blame game
Is ISBA right that media agencies don't serve clients' best interests?
Creative business rankings
Is 'cadland' really ready to fight for gender equality?
Media business rankings
On the Campaign couch: Can we go back to the good old days?
Should creative partnerships disband?
Trinity Mirror's print ad revenue falls 19% as The New Day closes
New Day paper closing after nine weeks, BT pledges £6bn investment...and more
Paddy Power plans bus tour to 'celebrate' losing money on Leicester City
Brand loyalty is dead: it's time to get personal or fail
Uefa in women's football push
BMW launches £20m UK media contest
Five lessons I learned from mentors and how they helped me start an agency
Are brands unwanted obstacles between fans and their passions?
My secret weapon: Keeping it simple