John Lewis has awarded its £20m advertising account to creative agency Adam & Eve.
The agency beat rival Miles Calcraft Briginshaw Duffy to pick up the account after the retailer launched a review in November 2007. Its current agency Lowe London pulled out of the pitching process last year.
Speaking to BrandRepublic about the deal, John Lewis' head of brand communication Craig Inglis said: "Going through the pitch process with two exceptionally strong agencies has enabled us to be absolutely confident that we have the best possible solution for our partners and the business as a whole."
The first adverts are expected to appear in March.