John Lewis & Partners: A decade of learning lessons about planning

John Lewis, a department store brand, launched a paper in the UK to demonstrate the key to success from the campaigns they launched over the last decade.

Campaign details

Brand: John Lewis & Partners Agency: adam&eveDDB

Summary

Mark Ritson has described the last decade of John Lewis' advertising as 'among the best and most effective work of the early 21st Century'.

This paper picks out 10 lessons we learned over the last 10 years.