John Lewis has turned to the advertising agency that helped Margaret Thatcher into Downing Street as the department store seeks to reinvigorate its flagging business.

The John Lewis Partnership, which also owns Waitrose, has hired Saatchi & Saatchi to work on all its upcoming adverts including its much anticipated Christmas advert.

Saatchi & Saatchi replaces rival creative business adam&eve, which had worked with John Lewis for 14 years and helped turn the festive ads into national talking points.