Freshwater is based in Cardiff, with offices in London, Glasgow, Birmingham, Bristol, Sheffield and Southampton, after a series of acquisitions. The account will be run by several Freshwater offices, and will be headed by associate director Lucy Battle.
Battle said that public affairs, community relations and media relations around each opening would ensure John Lewis was ‘a good neighbour' and ‘a key part of local communities'.
The agency reports to John Lewis press officer for branches and retail development Claire de Silva. De Silva said five agencies pitched for the account. All had regional networks.
The agency's initial focus will be the relocation of John Lewis' Cambridge store to a bigger site, scheduled for November.