‘Positive shock factor’: Why Boots Opticians is having ‘a reset moment’
Amrit VirdiDescribing its offering as the optical sector’s “best kept secret”, Boots Opticians is dialling up the positivity with a new campaign looking to “drive fame”.
‘The bar has definitely gone up’: How brands are ‘rewriting’ the Christmas playbook
Amrit VirdiEpisodic approaches and story over product are two of the key themes defining 2025’s Christmas advertising, as brands grapple with new rules around advertising less healthy food.
Former John Lewis marketing boss to join Boots UK
Grace GollaschCharlotte Lock steps into the role of customer and marketing director at Boots UK, following the departure of former UK CMO Pete Markey in June.
‘Joy and nostalgia’: Boots hails ‘most integrated’ Christmas campaign yet
Amrit VirdiUsing the beloved Puss in Boots character to bring a dose of magic to the festive season, Boots is promising Advantage Card’s “biggest Christmas yet”.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Boots CMO Pete Markey steps down
Molly InnesMarkey, who was named Marketing Week’s Marketer of the Year in 2023, is leaving Boots UK after four and a half years.
‘Relevant, precise and timely’: Boots on value, growth and ‘greater personalisation’
Amrit VirdiSewing the seeds with its Christmas campaign, Boots is targeting ‘deal-savvy’ shoppers in 2025 by leaning into personalisation.
Boots sees solid growth as customers benefit from ‘strategic focus on value’
Amrit VirdiA strong Black Friday and a focus on expanding beauty and loyalty has led to year on year growth for Boots.
Boots: Strong ties between insights and marketing a catalyst for growth
Josh StephensonBoots’ Pete Markey and Katy Dixon on why bringing insights onto the marketing leadership board has proven effective and why every insight needs a ‘So what?’
How Boots achieved OOH effectiveness with its ‘biggest-ever’ beauty campaign
Grace GollaschThe beauty retailer’s “stand out” out-of-home campaign ranks in the top 5% of all OOH ads for women, according to the latest The Works study.
‘There’s no excuse for sloppy marketing’: Boots on making its Christmas campaign more ‘personal’
Amrit VirdiBoots has called in Adjoa Andoh as an empowered Mrs Claus and is venturing into gaming for its Christmas 2024 campaign.
‘Constant investment’: Boots urged to ramp up marketing despite market share surge
Amrit VirdiDespite notching up its 14th consecutive quarter of market share growth, Boots should ramp up investment to enhance its customer relationships, analysts suggest.
‘I need to continually reinvent who I am’: Pete Markey on becoming ISBA president
Grace GollaschISBA’s new president and Boots CMO discusses his priorities for his tenure and the importance of community in a “lonely” senior marketing role.
Boots CMO Pete Markey appointed ISBA president
Grace GollaschMarketing Week’s 2023 Marketer of the Year takes over the role from NatWest Group CMO Margaret Jobling.
Boots delivers ‘biggest ever day’ of digital sales on Black Friday
Chris SutcliffeThe beauty and pharmaceutical retailer says a “record-breaking” Black Friday delivered its best-ever sales day on boots.com.