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John Lewis Partnership and ITG form new content production agency

The John Lewis Partnership (JLP) has joined forces with the Inspired Thinking Group (ITG) to create a new content production agency which will involve JLP Partners and ITG employees working as ‘one team’ to produce high-quality, customer-facing marketing content.

The new partnership will simplify processes and harness ITG’s proprietary marketing technology to manage and produce content at pace – including photography, video, digital and in-store communications.

Charlotte Lock, Customer Director for John Lewis Partnership, said: “With the Inspired Thinking Group, we’ve found a partner whose values and culture align with our own.

“This partnership will radically transform what we do, using market leading technology to produce fantastic quality content, at speed and scale. Ultimately, it’s about creating even closer relationships with our customers, through more relevant, engaging, high-quality content.”

ITG is a technology-led marketing activation company with over 1,300 employees worldwide and offices in Birmingham, London, Amsterdam, Utrecht, New York, Chicago and Auckland – offering a fantastic opportunity for transferring Partners to develop and enhance their careers.

Working extensively across industries from automotive to life sciences, ITG brings experience partnering with brands in the retail and grocery sectors, including the likes of Heineken, Costa, and Co-op.

A total of 143 Partners currently working on content for John Lewis and Waitrose will transfer to ITG as part of this move, although their day-to-day working locations will remain unchanged. A team will remain in-house to retain creative brand leadership and ensure that content fulfils strategic priorities. 

This latest strategic partnership is part of the John Lewis Partnership’s plan to focus on our core retail strengths and partner with experts in their field where it needs to accelerate. ITG joins dunnhumby, EagleEye, Google and Salesforce as key strategic partners to power transformation and growth across the Partnership.

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