That won't be the cost of creating the actual ad. It'll include media buying/planning Xmas schedule and costs as well as what JLP pays its creative and media agencies, i.e the campaign cost.
precisely. Once you break down where all the money goes you'll realise it's pretty reasonable.
large Ad agencies are indeed cancerous monopolising and slow moving beasts, but as long as big brands like john lewis pay them they'll always be knocking around.
For about 7m we picked up Amdy Faye, Jimmy Traore and Diawara.
That won't be the cost of creating the actual ad. It'll include media buying/planning Xmas schedule and costs as well as what JLP pays its creative and media agencies, i.e the campaign cost.
precisely. Once you break down where all the money goes you'll realise it's pretty reasonable.
large Ad agencies are indeed cancerous monopolising and slow moving beasts, but as long as big brands like john lewis pay them they'll always be knocking around.
For about 7m we picked up Amdy Faye, Jimmy Traore and Diawara.
That won't be the cost of creating the actual ad. It'll include media buying/planning Xmas schedule and costs as well as what JLP pays its creative and media agencies, i.e the campaign cost.
precisely. Once you break down where all the money goes you'll realise it's pretty reasonable.
large Ad agencies are indeed cancerous monopolising and slow moving beasts, but as long as big brands like john lewis pay them they'll always be knocking around.
For about 7m we picked up Amdy Faye, Jimmy Traore and Diawara.
We should have done a Christmas Advert instead!!
Haha...with the creative direction supplied by Katriene of course!
That won't be the cost of creating the actual ad. It'll include media buying/planning Xmas schedule and costs as well as what JLP pays its creative and media agencies, i.e the campaign cost.
precisely. Once you break down where all the money goes you'll realise it's pretty reasonable.
large Ad agencies are indeed cancerous monopolising and slow moving beasts, but as long as big brands like john lewis pay them they'll always be knocking around.
cracking advert imo very welldone not following the others in how the xmas message is delivered
He got 5 mil for it 2,5 mil he has given to the Elton John Aids foundation i see no issues with any of it
Which charity did he give the other 2.5 mil to as I doubt he needed it himself? :-) Of course it's a lovely thing to do and should be praised but it's probably pennies to him.
That won't be the cost of creating the actual ad. It'll include media buying/planning Xmas schedule and costs as well as what JLP pays its creative and media agencies, i.e the campaign cost.
precisely. Once you break down where all the money goes you'll realise it's pretty reasonable.
large Ad agencies are indeed cancerous monopolising and slow moving beasts, but as long as big brands like john lewis pay them they'll always be knocking around.
cracking advert imo very welldone not following the others in how the xmas message is delivered
He got 5 mil for it 2,5 mil he has given to the Elton John Aids foundation i see no issues with any of it
Which charity did he give the other 2.5 mil to as I doubt he needed it himself? :-) Of course it's a lovely thing to do and should be praised but it's probably pennies to him.
The best JL Christmas ad has to be the boy with the pengiun.
I also like the Waitrose Xmas ad from the same year where this poor girl does try really hard to make ginger bread men for the school chrismas fate and when she gets it right the dog eats them. So does them even better. Throughout the add she is assisted by the young lady working at Waitrose. When the girl has one left she takes it to the young lady who served her well in Waitrose.
No idea how this advert is actually promoting John lewis, unless they're hoping that everyone will rush there to buy a piano! I checked, they do sell digital pianos
We're all talking about John Lewis hence it's promoting John Lewis.
No idea how this advert is actually promoting John lewis, unless they're hoping that everyone will rush there to buy a piano! I checked, they do sell digital pianos
I think it has got to the stage where John Lewis are not gaining that much from the advert anymore but they feel they have to do it as it has become an institution.
Watched it for the first time on proper telly last night (not on the internet) and I thought it was shit. Did not remind me of Christmas at all. It was a very good ad for the Elton John movie "Rocketman" but that was about it.
How do John Lewis judge the success of the advert? Number of tweets and social comments or is there a tangible financial boost they can point to.
Different companies/ agencies 'measure success' in different ways. For an advert, reach tends to be the most important number (rather than engagement i.e. how many people interact with a Tweet), although they're not mutually exclusive (more engagement leads to a bigger reach). They'll be measuring stuff like the social engagement, sentiment, reach, YouTube views, audience levels on air.
The big question is, have you converted that reach into something tangible, like sales. There's no doubt that brand awareness directly correlates to sales, but how do JL measure that conversion in relation to an advert? I've not worked in retail, so don't know how they do that. My guess is that they compare a bunch of factors - YoY sales against YoY reach/ engagement, compared to the wider consumer behaviour for the period etc.
IMO the agencies tend to lean toward stats that make their work look better. But like I say, I don't work in retail so there may be more tangible results to get at. But I do think the world of marketing and advertising is full of alchemy!
Indeed I don't understand the point of a lot of advertising on TV, when there isn't a specific (and especially new) product to promote. Yes "brand awareness" is good, but I'm fairly sure that virtually everyone knows what John Lewis is anyway. This advert promotes Elton John, and it promotes musical instruments, but any shop selling them will get a boost as a result.
cracking advert imo very welldone not following the others in how the xmas message is delivered
He got 5 mil for it 2,5 mil he has given to the Elton John Aids foundation i see no issues with any of it
Which charity did he give the other 2.5 mil to as I doubt he needed it himself? :-) Of course it's a lovely thing to do and should be praised but it's probably pennies to him.
Comments
https://www.campaignlive.co.uk/article/case-study-monty-won-christmas-john-lewis/1411056
https://www.marketingweek.com/2016/11/04/john-lewis-the-christmas-ad-is-our-most-profitable-roi/
Of course it's a lovely thing to do and should be praised but it's probably pennies to him.
Merry Christmas........sniff!!
Do social media views and retweets translate into more sales at a fairly pricey department store chain?
https://www.lidl.co.uk/en/MiddleofLidl.htm?articleId=17667
How do John Lewis judge the success of the advert? Number of tweets and social comments or is there a tangible financial boost they can point to.
The big question is, have you converted that reach into something tangible, like sales. There's no doubt that brand awareness directly correlates to sales, but how do JL measure that conversion in relation to an advert? I've not worked in retail, so don't know how they do that. My guess is that they compare a bunch of factors - YoY sales against YoY reach/ engagement, compared to the wider consumer behaviour for the period etc.
IMO the agencies tend to lean toward stats that make their work look better. But like I say, I don't work in retail so there may be more tangible results to get at. But I do think the world of marketing and advertising is full of alchemy!
I presume the message was appreciate what your given because they can last with you or have an impact for a lifetime
Just not sure how that benefits John Lewis
Indeed I don't understand the point of a lot of advertising on TV, when there isn't a specific (and especially new) product to promote. Yes "brand awareness" is good, but I'm fairly sure that virtually everyone knows what John Lewis is anyway. This advert promotes Elton John, and it promotes musical instruments, but any shop selling them will get a boost as a result.