Walgreens Boots Alliance has announced that it has picked WPP as its global marketing and communications agency, extending a deal first signed in 2017. Following a six-month review, WBA said it will extend its relationship with WPP until end-2022, with an option to further extend until the end of 2024.
WPP said it will work with WBA to implement its integrated mass-personalisation marketing strategy and reputation-management communications strategy in support of the company’s strategic priorities. The agency will support all of WBA’s divisions with a “dedicated team of top talent drawn from across its agencies”, who will be co-located with WBA teams around the world. The heart of the new partnership model will be a data and technology solution that will pair WBA’s first-party data set with WPP’s martech capabilities.
WPP will also leverage WBA’s recently-announced strategic partnership with Microsoft and Adobe to create personalised, omnichannel healthcare and shopping experiences at scale. The solution will also draw on the strength of WPP’s other partnerships and capabilities, including its open technology platform.
Stefano Pessina, Executive Vice Chairman and CEO of Walgreens Boots Alliance, said: “WBA is transforming our business across every consumer touch point – pharmacy, retail and digital – to provide a modern, differentiated customer experience. We are delighted to continue our partnership with WPP to leverage their creative skills, technology and data insights, as we shape the future of our business together.”
Mark Read, CEO of WPP, added: “We are very proud to have been entrusted with such an important partnership for Walgreens Boots Alliance and its iconic brands. WBA is at the forefront of the industry in utilizing data to provide enriched, personalized customer experiences. We look forward to working very closely with WBA on the company’s ongoing transformation.”
NAM Implications:
- Competitors and suppliers should prepare for a global integration of data-based comms.
- …across pharmacy, retail but especially digital.
- Meaning ideally minimal overlap and increased return on spend/investment…
- Watch this space…
