Boots advertising & marketing profile

Profile subscribers click here for full profile

Boots is one of the UK's best known retailers, dispensing prescription and over-the-counter medicines as well as a wide range of cosmetics, personal care products and low-cost appliances. However, diversification into a broader selection of health services and beauty treatments from the late 1990s onwards proved less successful. In its main domestic market, the company was forced to wrestle with a slump in performance generated by fierce competition from supermarket retailers such as Tesco, while expansion into international markets was patchy at best. After several difficult years, Boots' position strengthened considerably in 2005 following a takeover by European drug wholesaler and pharmacy operator Alliance UniChem. In 2007, Alliance's former chairman successfully took the merged group private, backed by private equity investment. Strong and steady growth since then has resulted in record profits each year since 2010. In 2012, US pharmacy giant Walgreens acquired a 45% shareholding in the group, and bought out the remaining shares at the very end of 2014, prompting a full merger of the two groups to create Walgreens Boots Alliance (see separate profile).

Selected Boots advertising

Which agencies handle advertising for Boots? Find out more from the Adbrands Account Assignments database

Who are the competitors of Boots? See Retail Sector index for other companies

Subscribers only: Adbrands profile 
Account assignments & selected contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:


Boots The Chemist Boots Advantage
Boots Opticians Boots Beauty
Alliance Healthcare UniChem
Alliance Sante Soltan
Botanics No 7


Walgreen Boots Alliance

Recent stories from Adbrands Update:

Adbrands Weekly Update 12th Apr 2018: Ads of the Week: "The Wave". We had the strangest dream: it was February 2017 and London agency Mother lost the whole Boots account to a dedicated WPP team led by Ogilvy... Clearly it can't have been true because more than a year later here's a brand new ad for Boots No 7 and it's still from Mother not Ogilvy. There have been a couple of ads from Ogilvy, but the No 7 cosmetics account - which also runs in the US under the banner of Boots' parent Walgreens - has remained at Mother. That's no bad thing because this is another fine spot, but sadly it is definitely Mother's last for the client. Like its predecessors, which featured variously a ballerina, a stuntwoman and a champion fencer, this is basically a standard endorsement spot, here from "age-defying" 49-year-old surfer Lisa Andersen. But those first 20 seconds are really something out of the ordinary, grabbing the attention with some startling imagery. 

Adbrands Weekly Update 2nd Feb 2017: In account assignments, WPP snatched the biggest creative account win of the year to-date with the capture of consolidated marketing services and media for Walgreens Boots Alliance in both the US and UK as well as other global markets. Combined billings are estimated at around $600m annually. WPP will assemble a new dedicated unit to handle the business under the banner Team WBA. It has yet to offer more details of which agencies will be involved, but the new entity is expected to handle all services from creative and digital to media, PR and promotions. The main losers are Omnicom's OMD and GSD&M, and independent Mother, but Publicis Groupe agencies also held a share of digital and promotional duties. WPP, on the other hand, was largely unrepresented on Walgreens' previous roster, so the appointment marks a fresh start for the pharmacy giant.

Adbrands Weekly Update 16th Jun 2016: Simon Roberts, group EVP of pharmacy giant Walgreens Boots Alliance and local president of Boots in the UK, has resigned his role " to pursue new opportunities". The chain denied any connection to a Guardian newspaper investigation earlier this year. This alleged that Boots pharmacy managers had been encouraged to boost profits by offering medical health checks to customers who didn't need them (and even to other staff) in order to claim cash rebates from the National Health Service. Boots denied this was the case. Roberts' departure has prompted a full overhaul of group senior management, with EVPs Alex Gourlay and Ornella Barra elevated to co-COOs. Gourlay will continue to oversee the Walgreens and Boots chains, with Barra responsible for global wholesale and group corporate services. Boots' former marketing director Elizabeth Fagan was named as Roberts' effective successor, becoming managing director of Boots. Ken Murphy becomes EVP & group chief commercial officer.

Adbrands Weekly Update 5th Feb 2015: Open hostility broke out in the UK between Ed Miliband's Labour Party and business leaders over an interview in the Sunday Telegraph newspaper with Stefano Pessina, former executive chairman of Alliance Boots and now acting CEO of the mammoth Walgreens Boots Alliance. Pessina, who has overseen UK high street pharmacy giant Boots - one of the country's biggest employers - for the past 10 years, warned that a Labour government under Ed Miliband would be a "catastrophe". Labour's planned corporate reforms, Pessina said, were "not helpful for business, not helpful for the country and in the end probably won't be helpful for them. If they act as they speak it will be a catastrophe". Yet rather than attempt to address growing concerns over Labour's seeming "anti-business" policies, a host of different Labour politicians immediately mounted what looked suspiciously like a coordinated personal attack on Pessina via news outlets and social media. Most of the attacks were to do with the fact that Pessina - who is Italian by birth - resides in Monaco rather than the UK. Said Miliband himself, "I don't think people in Britain are going to take kindly to being lectured by somebody who's avoiding his taxes on how they should be voting at the UK general election." Numerous business leaders, including recently retired Kingfisher CEO Sir Ian Cheshire, former M&S boss Lord Rose and Heathrow chairman Sir Nigel Rudd, were quick to rush to Pessina's defence. "Labour's attack this week on a major British business smacked of the destructive anti-business mood that went out of political fashion decades ago," said Rose. Brent Hoberman, co-founder of, said "We should be concerned about the opinions of those who invest in the UK," he said. "Whether they are living here or not, they are important in a global economy." 

Adbrands Weekly Update 8th Jan 2015: Walgreens and Alliance Boots completed their merger on the last day on 2014 to create Walgreens Boots Alliance. The resulting business will continue to operate the three separate brands of Walgreens pharmacies in the US, Boots high street pharmacies in the UK (an a few other markets) and the Alliance Healthcare wholesale network. Pro forma consolidated sales for the merged group are around $110bn. 

Subscribe to to access the full profile and account assignments

All rights reserved © Mind Advertising Ltd 1998-2019