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

Logan Wilmont to leave Cheil UK
TBWA expands Keith Smith's role
Reed.co.uk sponsors Channel 5
Attempts to revive Loaded fail, magazine to close after 21 years
Does your PR strategy include GIFs?
Group M retains £80m Lloyds media
Twitter hunts for UK marketer as it targets £180m ad revenues
Hailo protests 'faceless' driverless cars by projecting cabbies onto London landmarks
Does your brand live up to its underlying promise?
Sponsored feature
Watch: James Temple and Steve Hatch
7 takeouts from #AWEurope
Campaign Viral Chart: dancing couple takes the top spot
Brands must think like VCs and play with start-ups
Why you should say yes to Speakers for Schools
Google on Ad Week: big questions and rose tinted glasses
The Daily Review Show from Advertising Week Europe 2015: Day Four
Sound Digital wins bid for second UK national DAB multiplex
WPP's Martin Sorrell reconsiders strength of newspapers
The other side of the story
Sponsored feature
5 ways brands can embrace the power of the new visual influencers
McDonald's serves burger-themed dog-coats and wellies in Big Mac 'lifestyle collection'
Germanwings removes 'get ready to be surprised' ads in wake of crash
Gun shoppers are shocked into abandoning their purchase at #GunsWithHistory fake store
The image is everything
Sponsored feature
Gogglebox stars encourage viewers to vote
M&C Saatchi UK revenues rise 9%
Ellie Goulding wouldn't do deal with Coke, says agent
The Thinkboxes Awards for TV ad creativity - Pure TV brilliance from  'This girl can' for Sport England
Sponsored feature
Oxis Media to roll out Jack FM brand across UK
Kevin Bacon and his 'big package' take gold for EE in this week's ad chart