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The Guardian - UK
The Guardian - UK
Business
Sarah Butler

John Lewis owner picks Saatchi & Saatchi to replace agency behind hit Christmas ads

John Lewis Saatchi Saatchi SS Sharon White Harvey Keitel JLP Monty Waitrose Direct Line
John Lewis’s 2014 Christmas ad
John Lewis’s 2014 Christmas ad starred Monty the penguin. Photograph: John Lewis/PA

The owner of John Lewis and Waitrose has replaced its advertising partner of 14 years with Saatchi & Saatchi, the agency famous for its 1979 “Labour isn’t working” Conservative party election campaign.

The deal ends the relationship with Adam&eveDDB, which created a run of highly successful promotions based on a cosy emotional feel without a hard focus on price and turned John Lewis’s tearjerking Christmas ads into an annual event, with Monty the penguin, Edgar the excitable dragon and Buster the bouncing boxer dog all capturing the nation’s attention.

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