Boots

Mark Orme, Contributing Author / Senior Customer Data Analyst
Peter Grant, Contributing Author / Head of Media Effectiveness

VML UK *Lead Agency

Mark Linford, Primary Author / Strategy Director
Kate Nettleton, Primary Author / Head of Strategy

ESSENCE MEDIACOM

Emily Clemo, Contributing Author / Partner, Data Tech & Analytics

Ebiquity

Emily Weldon, Contributing Author / Principal Consultant
Nic Pietersma, Contributing Author / Group Director, Marketing Effectiveness

Coming out of the pandemic, Boots used the power of purpose to find a long-lasting, emotive, universal platform to drive consistent growth at the most crucial time of year for a retailer - Christmas. With ‘Joy’ Boots was able to flex to the national mood, punching through in an increasingly cluttered retail landscape, and build the brand over time, recruiting new shoppers and gaining share. While some retailers faltered and failed to survive, Boots has thrived regaining the #1 position for gifting on the high street.