John Lewis is the UK Advertiser of the Month for November 2021. With Ad Awareness scores (a measure of whether consumers have seen an advertisement for a particular company in the past two weeks or not) rising from 15.4 to 31.6 (+16.2), the organisation saw the highest uplift of any brand in the country.
John Lewis is perhaps a conventional winner for this time of year. The brand’s annual Christmas campaign has become a hotly-anticipated marketing tradition, and it usually claims top spot at this time of year – with 2020 (where Sainsbury’s won out) a notable recent exception.
This year, the John Lewis ad – which focuses on an alien and a small boy befriending one another – again won out, though there are question marks over how effective it was in relation to past campaigns: YouGov data shows that 2020’s effort didn’t resonate with customers quite as much as the ads of years gone by, so 2021 may simply represent a return to the organisation’s norm. In any case, it has again claimed Advertiser of the Month for November.
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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of British adults aged 18+ between October 26 and November 25, 2021. Learn more about BrandIndex.