WAG taps ad firm to hone ‘customer-centric’ message

DEERFIELD, Ill. —Walgreens wants more of America’s attention—and more of its discretionary dollars.

In a significant break with its past, Walgreens has shifted its retail marketing efforts to an outside agency. The move is aimed at sparking new life into its brand, grabbing consumer awareness and recapturing sales momentum as the industry giant continues its top-to-bottom rejuvenation and reinvention campaign.

Walgreens revealed July 28 that it has retained Arc Worldwide, the marketing services arm of Leo Burnett USA, to handle promotional work. That makes Arc Worldwide as the chain’s “first-ever promotional marketing agency of record, including shopper marketing,” according to both firms.

Going forward, the agency will work closely with Walgreens’ Customer Centric Retailing team and others within the company to craft a coherent, compelling message about the role the company plays in the health and everyday needs of Americans.

“As part of the new vigor with which Walgreens goes to market, the company is reinventing the customer experience in its stores, and is emphasizing this approach as a priority with the hiring of Arc Worldwide,” the company stated. “Promotions will be designed to not only boost transactions at Walgreens stores, but increase overall traffic to the stores to entice consumers with the experiences that will keep them coming back.”

One of Arc Worldwide’s first duties will be to help Walgreens gear up for the traffic-heavy flu and holiday seasons. Arc also will tap Relay—the sponsorship, consulting and experiential marketing company of Publicis Groupe—for field marketing and event sponsorship projects.

“The hiring of Arc Worldwide as our dedicated promotional marketing agency of record signifies our strategic move to create a more differentiated and integrated Walgreens shopper experience,” said chief marketing officer Kim Feil. “Arc’s expertise in truly connecting with consumers, moving and inspiring them both in-store and out, is going to help Walgreens play a unique role in shoppers’ lives by giving what they need and what they want.”

Arc Worldwide president and chief creative officer Bill Rosen said his firm would apply “leading-edge cross-channel activation expertise, combined with powerful, creative ideas to activate behavior and sales…[to] help transform the way Walgreens communicates with its customers in the months ahead.”