150 years of John Lewis
Keith Glasspoole, of Ipsos ASI looks at John Lewis’ 150th anniversary campaign, highlighting our research showing that while the ad sets it up, its the brand experience that carries it home.
John Lewis has been celebrating its 150th anniversary, and has done so in its inimitable style, with a big showcase ad designed to boost those all-important positive emotional associations. Predictably, and inevitably, this sparks off a torrent of commentary from those in the industry. If you took a representative sample of marketers and related professions, I suspect you’d find very few with a bad word to say about John Lewis. And if they did, it might well be something facetious about how that bear would have eaten the hare.
