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

Anyone for a 'RyanHol'? Ryanair CMO hints at 'Ryanair Holidays'
Microsoft lays Nokia brand to rest
Social media has revolutionised how people choose food, Waitrose says
Google leads $542m funding for augmented reality start-up Magic Leap
Tesco drops 'hopeless' application to trademark blue dashes under its logo
Brita ad takes swipe at soft drinks with city made of sugar
The week's top Vines: Burger King, HTC and Red Bull
Firebox censured by ASA for causing offence with 'UNT' mug
Kids tell film crew about their superhero sightings for Save The Children ad
Four banking brands getting content marketing right
Does dynamic pricing risk turning personalisation into discrimination?
40 brand logos with hidden messages
Amazon unveils first UK ad for Fire TV in attempt to 'humanise' its brand
EE slashes marketing jobs in wider restructure
Apple's latest results reveal a company at a crossroads
Walkers crowns 'Pulled Pork' crisps as 'Do us a Flavour' winner
Asos annual profits fall, but sales hike defies expectations
Currys PC World launches brand campaign ahead of Christmas
Make content like a girl: how brands are turning to feminism for content inspiration
Apple sells nearly 40m iPhones in last quarter, driving $8.5bn profit
The key 2015 trends that marketers can act on right now
AB InBev appoints Coke marketer Nick Robinson as UK marketing director
Fans call for return of Oxo TV ads as tribute to late Lynda Bellingham
Nestle brings back 'last Rolo' strapline in YouTube film series
Why brand purpose is everything
Ballantine's takes liberties with truth in film charting fake history of the brand
Sugar Puffs ditches name and brings back Honey Monster in rebrand
Lynda Bellingham's Oxo ads: a history of eighties and nineties Britain
Ikea syncs mobile content with TV ads for 'Wonderful Everyday' celebration of meal times
How branding can help humanise our megacities