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

Dutch cat litter brand tackles UK with London 'poop-up' shop
Vice partners with Mind for 'empowering' mental health guide
Jazz FM's Richard Wheatly dies aged 69
England rugby player fronts Marriott digital campaign
John Lewis and Cadbury show off first brand results on Instagram
Flamingo features in new Renault ads
Vice partners with Mind for 'empowering' mental health guide
Engine wins E.ON's integrated UK account
Salespeople score marketers' ability to collaborate
Labour Party winning social media election battle
Instagram artist helps transform Covent Garden into a high-end fashion destination
Heal's reveals previously unseen historical ads
BHS plans food store rollout after successful pilot
Things Unlimited appoints Susie Clark as managing director
Lib Dems use geotargeting to reach swing voters
Stumbling blocks: how Lego almost failed to build a brand
How Tesco can refocus on its customers
Victorian Plumbing seeks creative agency for £6m campaign
New Google Glass on the way, says Ray-Ban brand owner
Canada Water tube station renamed Buxton Water for London Marathon
Campaign readers vote in favour of Gio Compario return
What brands need to know about ultra-transparency and the CSR revolution
Unilever's Keith Weed: brands with purpose deliver growth
Rachel Barnes: it's time to embrace purpose - and naïvety
Why marketing to mums is broken
Why extreme sports marketing campaigns should dial up the pursuit of liberation
Publicis Chemistry's CEO Mike Welsh exits
Tesco appoints group brand director from Barclays
IPG reports $1.8m quarterly loss
You told us which traits social media managers shouldn't have