John Lewis Partnership has partnered with Saatchi & Saatchi as its new creative marketing partner for John Lewis, John Lewis Financial Services and Waitrose.

The retailer said the agency will develop and produce all of the brand’s campaigns including its famous Christmas advert and “will also support next year’s launch of the new JLP brand loyalty programme”. 

Saatchi & Saatchi is known for adverts such as BT and EE’s ‘Hope United’ and The British Heart Foundation’s ‘This is Science’.  

It is the first time JLP has carried out a creative agency pitch process in 14 years and comes after the retailer appointed its first pan-partnership head of loyalty as it looks to revamp its membership rewards with a new loyalty programme. 

Pan-partnership customer director Charlotte Lock said: “We want to thank all of the agencies involved in the recent pitch to become our lead strategic and creative partner across the JLP brands. The process showcased the extraordinary talents of our UK creative industries and the deep affection for our brands, for which we’re very grateful.

“We’re thrilled to be partnering with the talented team at Saatchi & Saatchi in our next stage of growth. As well as sharp strategic thinking and creative excellence, Saatchi & Saatchi’s culture, commitment to inclusion and social impact makes them a great fit for JLP. We’re very excited about what we’ll achieve together”  

Sarah Jenkins, managing director for Saatchi & Saatchi, added: “John Lewis and Waitrose are extraordinary brands, supported by 74,000 exceptional partners, fuelling an incredible organisation. The John Lewis Partnership is simply one of the most important organisations in British business right now. A business born from purpose, building for the future and wanting to do that in a way that truly services all its customers – old and new.  

“As the John Lewis Partnership accelerates into a new and exciting next chapter, we are honoured to be taking on this remit and extremely proud of the creativity and smarts of the entire agency in ensuring we won this pitch.”