John Lewis is the latest retailer to launch its own dedicated in-house content agency.
The retailer will work with Inspired Thinking Group to create the agency, and John Lewis customer director Charlotte Lock emphasised that it would have no impact on the work of its current creative agency Saatchi & Saatchi.
Speaking to The Drum, Lock said the move was about “using market-leading technology to produce fantastic quality content at speed and scale”.
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Research from the World Federation of Advertisers last year found that two thirds of brands have adopted in-house agencies, with a further 21% also considering adopting one.
Agencies see John Lewis as one of the most prestigious industry clients, with its Christmas adverts typically garnering millions of views and widespread publicity.
Last Christmas’ ‘Snapper the Venus Flytrap’ advert told the story of a young boy who believed he was growing a Christmas tree.
Made by Saatchi & Saatchi, the advert had the tagline ‘Let Your Traditions Grow’, with the fast growing plant developing a life of its own and becoming ever keener to join in the fun.
