A PR campaign from Red will highlight the fact that the group is co-owned by its 65,000 employees, and argue that this structure helps it operate a better business.
The six-month campaign - running under the slogan ‘Employer of Distinction' - is the first major contract for Red's recently launched corporate division Red Inc.
Corporate board director Paul Davies, who joined from Consolidated Communications (PRWeek, 1 Sep), leads the account.
This is the first time John Lewis, which also operates Waitrose stores, has launched a campaign specifically highlighting its ownership.
‘John Lewis is known for being a partnership, but it has never really talked about how that structure is relevant to its customers, or how this translates into a different in-store experience,' Davies told PRWeek.
It will also target current and potential employees through career and lifestyle publications.
John Lewis continues to retain Citigate Dewe Rogerson for corporate, financial and strategic comms, and Cavendish Communications for PA. Both agencies, and its consumer agencies, are unaffected by the appointment of Red.
Group pre-tax profits in the half year to the end of July rocketed by 25 per cent to £97m.