Anatomy of a pitch: WPP’s Mark Read & WBA’s Aaron Radelet
The CEO of the world’s largest marketing services holding company and CCO of the world’s largest pharmacy unpick one of last year’s biggest pitches.
by Steve Barrett
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Few advertisers lift the lid on the pitch process but Walgreens Boots Alliance believes its $600 million integrated marketing and communications review, conducted in the middle of Covid-19 and won by WPP, has created a new client-agency model that is “genuinely revolutionary” in several ways.
Putting customer data and loyalty at the centre of the model, an “open-source” approach to technology to create “a unique tech stack” and a shared approach to co-skilling and co-locating client and agency staff were all part of the winning solution.
WBA and WPP also agreed to a large element of “outcomes-based” remuneration and a single profit-and-loss (P&L) account across all the agency disciplines, including creative, media and public relations.
WPP and Walgreens Boots Alliance on client-agency model that won $600m pitch
Data, diversity, in-housing and outcomes-based remuneration were all on the client s agenda.
by Gideon Spanier
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