Lida tie sees M&C net Boots digital

For once a DM account appears to have opened the door for an ad agency to scoop extra business with M&C Saatchi landing the digital account for Boots, some five years after the retailer hired Lida to run its £15m Advantage Card account.
M&C is to handle the entire digital strategy for the Boots brand, including the stores, skincare range No7 and Boots Opticians. It will work across social media, mobile and digital activity. Boots has previously worked with digital shops on a project basis.
Lida has been working on the Boots CRM account, which was previously handled by the now defunct Craik Jones, since November 2008. At the time it beat Proximity London and Partners Aldridge Andrews in a final shoot-out after a pitch which saw Rapier and Ogilvy eliminated at an earlier stage.
Commenting on the M&C appointment, Boots UK marketing director Elizabeth Fagan said: “We want to inspire our customers to feel good and deliver the high level of customer experience, care and expertise however they choose to engage with our brand.
“Bringing that experience to life across all channels is key, and digital is becoming increasingly important to our strategy, particularly as a means of deepening the relationships we have with our customers.”
M&C’s first work will be Boots Camp, a content hub of inspiration, hints and tips for making the most of the summer.

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