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.


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


Great North Run founder Brendan Foster: 'Our brand is the biggest in the world'
New Tesco boss Dave Lewis pledges supermarket will become 'customers' champion'
The golden rules of promotion: 50 years on, why Willy Wonka is still a marketing genius
Guarantee audience delivery with Amscreen AAA
Sponsored feature
Charles Dance offers comedy turn in faux-rousing Rugby World Cup 2015 speech
Apple 'investigating' alleged iCloud weakness after celebrity photo leak
Burberry puts personalisation at the heart of My Burberry campaign
IPA ADAPT: How you can win the war for talent
Partner Content
Tinder's 'Generation Swipe' offers a lesson in brutal simplicity for brands
Can brands benefit by filling the coding gap in schools?
In a world where consumers have multiple identities, brands must find new ways to keep up
Greenpeace's John Sauven: 'It's better to be slightly headless and unpredictable'
EE's Spencer McHugh on a summer of fibreglass-cow 4G hotspots and techy tea parties
Apple works on 'iPhone wallet' with Visa, MasterCard and AmEx
Marks & Spencer unites food and fashion marketing in Only M&S ads
KFC rolls out 'biggest' menu overhaul in 20 years
GM vehicles will remind drivers to 'pay attention' to the road
Me, my selfie and I: how selfie culture is fuelling our identity crisis
Sainsbury's launches Tu brand online as it plots £1bn fashion business
Dyson expected to launch first robotic vacuum cleaner
Ben & Jerry's seeks 'social change' with global CSR campaign
Why great things happen when UX design meets marketing expertise
Helen Edwards: Why aiming off-target can help brands to hit the spot
Five tips for Dave Lewis on his first day as Tesco CEO
Why Amazon should tread carefully in the wake of its acquisition
Media: Why programmatic is an opportunity, not a threat
Sponsored feature
Walkers transforms London bus stops into Twitter-activated vending machines
Viral review: Old Spice does Ice Bucket Challenge with a twist
British American Tobacco appoints Andrew Gray as head of marketing
Apple invitation sparks iPhone 6 and smartwatch fever