Walgreens Adds Key Piece To Personalization Puzzle

Mike Troy
Editorial Director
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Walgreens and WPP

Walgreens efforts to create personalized, omnichannel healthcare and shopping experiences will be aided by the selection of WPP as the company’s global marketing and communications agency.

WPP will work with Walgreens Boots Alliance (WBA) to implement its integrated mass-personalization marketing strategy and reputation-management communications strategy in support of the company’s strategic priorities. Those priorities include an effort to create personalized, omnichannel healthcare and shopping experiences at scale as part of a recently announced strategic partnership with Microsoft and Adobe.

“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,” Stefano Pessina, executive vice chairman and CEO of Walgreens Boots Alliance, said in a statement.

WBA and WPP are familiar with one another. WPP was first appointed in 2017 as WBA’s global marketing and communications agency. Following a six-month review initiated in May 2020, WBA and WPP will now extend their relationship until the end of 2022, with an option to further extend until the end of 2024. According to terms of the deal, WPP will support all of WBA’s divisions with a dedicated team drawn from across its agencies that will be co-located with the WBA teams around the world. The heart of the new partnership model, according to the companies, is a data and technology solution that will pair WBA’s extensive first-party data set with WPP’s marketing technology capabilities.

“We are very proud to have been entrusted with such an important partnership for Walgreens Boots Alliance and its iconic brands,” said WPP CEO Mark Read. “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.”