Between the Lines: Is John Lewis being hasty?

It seems strange that the John Lewis Group has decided to call two consecutive media pitches, one for Waitrose and one for its John Lewis-branded stores (page 6).

The reasoning is that John Lewis' creative account is currently in review, and the incumbent on its creative business, Burkitt DDB, also handles media.

Wouldn't it have made better sense to wait until the creative review on John Lewis is complete and then call a joint pitch if necessary?


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