Social Media Marketing

Inside Boots mission to create a world class media agency [Video]

Boots says it wants to offer brands a “world class” media agency experience through the launch of its full-service advertising offer, Boots Media Group.

Rooted in the retailer’s rich first-party data collected on more than 17 million Advantage Card loyalty members, the Boots Media Group is designed to help brands maximise the return on investment of their ad spend by combining creativity, data insights and robust measurement.

Brands working with the media group will gain access to Boots-owned channels in-store and online, part of a wider channel mix spanning third-party channels across digital display, video and social. Pitched as “more than a media network”, Boots Media Group’s partners will gain access to audience and shopper insights, as well as campaign planning and creative development.

CMO Pete Markey explains the concept has been in development for nine to 12 months and involved a detailed pitch process to find the best partner. …

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