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John Lewis

John Lewis Partnership appoints McGrath O’Toole to brand its Partners’ Counsellor’s Directorate


By Ishbel Macleod, PR and social media consultant

January 17, 2013 | 1 min read

John Lewis Partnership has today announced the appointment of McGrath O’Toole to work on the rebrand of the retailer’s Partners’ Counsellor’s Directorate, as well as the design and implementation of a range of on and offline employee engagement approaches.

The win will see the agency develop a new strategic and creative approach for the retailer.

Sam Rainey, managing director at McGrath O’Toole, said: “The Partnership ethos and way of working is truly exceptional: it puts co-ownership at the heart of business success. Everything we intend to do will reflect that.

“We’re especially delighted to be creating the core messaging and communications collateral as they will play a key role in ensuring employees feel valued & respected as co-owners, and that they genuinely make a difference.”

McGrath O’Toole won the pitch against two other shortlisted agencies.

The announcement comes on the same day as John Lewis and Waitrose are to launch a competitive pitch to appoint an agency to support its CRM strategies.

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