High street retailer Boots launches full-service marketing agency for beauty brands

High street beauty retailer Boots has launched its own marketing agency that will offer its services to third-party clients.

The in-house agency, called Boots Media Group, will provide Boots’s suppliers and partners to create ad campaigns based on its Advantage Card loyalty scheme. The program counts 17 million active members across its digital platforms and 2,400 brick-and-mortar stores.

What has Boots launched?

  • Boots Media Group will offer full-service advertising for Boots supplier brands, in partnership with commerce marketing agency Threefold.

  • In a statement, Boots UK & ROI said it would ”enable brands to deliver high-performing connected marketing campaigns to Boots UK customers, as well as maximize ROI on their advertising investment”.

  • Peter Markey, chief marketing officer, Boots, said: ”We’ve created a center for excellence – a brilliant new media agency within Boots called the Boots Media Group. The group delivers the very best of Boots to our suppliers – from digital to data to in-store – to support their growth and to help them succeed.

  • “At Boots, we have an unparalleled insight into our customers’ needs and shopping habits. By unlocking the power of our first-party data and giving access of our marketing channels to brands, we can help accelerate ROI by delivering relevant experiences to customers and ultimately enhance the shopping experience for them.”

  • Sam Knights, chief executive officer, Threefold, said: “Boots has an unparalleled set of capabilities in this space. With a strong and respected brand, a complete omnichannel proposition and the ability to activate campaigns at significant scale, we’re thrilled to be partnering with Boots to bring this opportunity to the market for brands.”

What services will Boots Media Group offer?

  • Boots Media Group will focus on helping suppliers to Boots build ‘connected co-marketing’ work to engage Boots customers.

  • It is offering brands a toolkit to help them reach Boots’s audience, as well as first-party data revealing customers’ shopping habits with the retailer and ROI reporting.

  • Ollie Shayer, omni-media director, Boots, said: ”It is our ambition to deliver a true agency service – treating our suppliers as clients and working collaboratively with them to harness the scale, reach, data, connectivity and brand equity of Boots in order to achieve high-performing campaigns that resonate with Boots customers.”

  • Paula Bobbett, vice-president, director of Boots.com, said: ”The creation of Boots Media Group is going to be game-changing. We can now create truly integrated end-to-end marketing campaigns to maximize cut-through and keep Boots at the forefront of our customers’ minds.”

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