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In the U.K., watching retailer John Lewis’ Christmas ad is as much of a festive ritual as decorating the tree or exchanging gifts. This year, with a different agency and marketing strategy, the brand is hoping to cement its role in both old and new holiday traditions.
This latest campaign from John Lewis will be more closely scrutinized after the business changed agencies earlier this year, ending its 14-year relationship with adam&eveDDB and appointing Publicis Groupe-owned Saatchi & Saatchi. It was one of the biggest recent account shakeups in the British ad industry, and came amid ongoing struggles at the retail group, which also owns supermarket
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