How does John Lewis do it? Purpose or fun in campaigns now?

The PRWeek Beyond the Noise podcast also analyses notable offerings from Co-op, Mars Celebrations, Waitrose and TK Maxx – as well as FIFA president Gianni Infantino’s disastrous World Cup speech.PRWeek UK’s Beyond the Noise podcast, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify or your favourite platform.John Lewis Partnership’s head of external comms, Gillian Taylor, says it was an easy decision to go with this year’s social purpose-driven festive campaign – because the retailer wanted to bring its corporate purpose to life in 2022.Taylor is a guest on this week’s Beyond the Noise Podcast and explains the arduous year-long process that goes into every John Lewis Christmas offering.She is joined on the pod by Taylor Herring creative director Lora Martyr, who was behind Mars’ season-stealing ‘No Bounty’ campaign for Mars Celebrations.Both Taylor and Martyr analyse why so few of this year’s crop of festive campaigns focus on a social purpose. Is it about corporate fear? Or the investment involved? Taylor also addresses the backlash that JLP’s Waitrose & Partners campaign has suffered after skin cancer charities accused the supermarket of belittling the dangers of suntans. Hosted on Acast. See acast.com/privacy for more information.