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John Lewis reviews advertising account

by Miranda Fitzgerald, Marketing 17-Nov-08, 17:35

LONDON - John Lewis is reviewing its £20m above-the-line ad agency arrangements, with incumbent agency Lowe set to repitch for the business.

The retail chain has already drawn up a shortlist of agencies that it will invite to pitch. The pitch process is being handled by AAR. John Lewis has worked with Lowe London, which recently declined to repitch for its flagship Stella Artois advertising account, since August 2006.

John Lewis' head of brand communications Craig Inglis, who will lead the review, commented: 'It's tough time to be working in retail and we have to review all our costs. Our relationship with Lowe has been a happy one and they have delivered some outstanding work for us.'

John Lewis is currently running a multi-million pound Christmas ad campaign, created by Lowe London, with TV, outdoor, print and online activity. The campaign aims to eschew excessive consumerism and promote a more considered approach to choosing Christmas gifts. The £5.6m campaign carries the strapline 'If you know the person, you'll find the right present' and is set to a remix of the Beatles classic, 'From Me to You'.

The retailer's media agency Manning Gottileb OMD and direct marketing agency Kitcatt Nohr Alexander Shaw will not be affected by the review.

A spokesperson for Lowe said: ‘We're hugely proud of all the work we've produced for John Lewis over the past two years. Work which has been as effective as it has been creative. We relish the opportunity to show we are the agency partner best placed to help John Lewis overcome the future challenges.'

Ed Morris, executive creative director of Lowe London, said ‘Fuelled by my complete commitment to the agency, John Lewis and the fantastic work we are capable of doing together, I will be leading the charge'.