Walgreens Boots Alliance opted to retain WPP as its global marketing and communications agency after a review that began in May. WBA reported net advertising expenses of $585 million in 2019 according to its annual report. That was down about 12% from 2018.
WPP first won the integrated global marketing and communications account in 2017. The new agreement extends to 2022 with options to continue until the end of 2024.
The remit includes traditional and digital advertising (creative and media), PR, data/analytics, and other services across the ad-marketing spectrum that will cover all of the client’s operations. WPP will also work with WBA to leverage its recently-announced strategic partnership with Microsoft and Adobe to create personalized, omnichannel healthcare and shopping experiences at scale.
When it won the account three years WPP put together an entity dubbed Team WBA to service the account.
Team WBA established hub offices in Chicago, London and New York with Grey and MediaCom serving as key contributors to that dedicated unit.
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.”