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

Twitter video launch: what marketers need to know
Employers urged to 'endorse' homeless young people on LinkedIn for charity ad push
Reebok eyes comeback with 'Be more human' brand push
Giant Top Gear effigy of The Stig erected in Warsaw publicity stunt
Three sponsors Plymouth Argyle fans ahead of Hartlepool away game
Join the #CampaignSuperBowl party
Peter Bazalgette: the creative industry needs to work together on diversity
Robert Webb returns for Post Office Money launch campaign
Amazon profit down but sales up in Q4, helped by buoyant Christmas
Google quarterly profits up 30% for last three months of 2014
Buzzfeed and Friskies in purrfect harmony for Super Bowl viral
How marketers can compete with entertainment brands
Keith Weed: marketing industry needs to achieve 100% hit rate with digital ads
'Don't overlook the importance of creativity,' warns Mother's Sara Tate at Lead 2015
Argos to open digital stores within Sainsbury's
What marketers need to know about the rise of the brand editor
There will be no return to 'the good old days', says Lloyds marketing chief
Watch the latest top vines featuring Ribena, Converse and Lacoste
Watch: what makes a good marketing director?
Confused.com's Brian the robot incarnated as interactive toy in consumer giveaway
McDonald's boss Don Thompson replaced by brand chief and Brit Steve Easterbrook
Millennials' demand for instant gratification is shaping the future of retail
Samsung quietly pushes Gear Circle connected headphones
Snap to it: Discover makes Snapchat the go-to youth media platform
BA: does its marketing restructure signify an end to big brand marketing?
Snapchat's Discover offers news, entertainment and 'gorgeous' ads
Webuyanycar beats McDonald's in TV ad poll
Vauxhall hires new marketing director Simon Oldfield from Mercedes
Royal Mail launches 'Mail Men' campaign to boost direct mail
P&G tightens screw on marketing spend as sales fall