Pete Markey of Boots Wins Marketer of the Year Award
Boots' exceptional achievements recognized! Pete Markey, the CMO of Boots, crowned Marketer of the Year at the esteemed Marketing Week Awards 2023
Copyright: Lex Guerra
Pete Markey, CMO at Boots, has been named Marketer of the Year at the 2023 Our Website Awards.
Markey was chosen from a competitive pool of top-rated marketers in the Our Website Top 100, which is sponsored by Digitas.
Since joining the retail giant in 2021, Markey has implemented extensive research-driven transformations at Boots. These initiatives have not only made the loyalty proposition a central aspect of the brand's strategy but also repositioned the brand from its well-known 'Feel Good' identity to a new one: 'With You. For Life'.
In addition to his efforts to enhance the standards and reputation of marketing and marketers through his involvement with industry bodies, Markey holds the position of vice president at ISBA since 2019 and serves as the chair of the Front Foot Network. These roles, combined with his extensive experience, made him the obvious choice for our jury consisting of esteemed and seasoned marketing professionals in the UK.
Expressing his thoughts on winning the award, Markey stated that it validates the success of the work being done at Boots and that receiving recognition from the judges was an extraordinary experience.
He expresses his gratitude for the award, feeling both surprised and honored. He acknowledges that it is easy to become isolated within a brand, focusing solely on serving customers within their own world. However, receiving recognition from peers for their work is the ultimate validation.
Russell Parsons, the editor-in-chief of Our Website, praises Pete as a marketing leader who has significantly contributed to the success of Boots. He also recognizes Pete's dedication to the industry through his involvement in industry bodies and his willingness to share his experience, insight, and advocate for marketing.
“In other words, he ticks every box necessary to be named marketer of the year. Huge congratulations to an excellent marketer.”
Boots’ success
Markey joined Boots during a challenging period in the company's 150-year history, in the aftermath of the pandemic, and with the goal of revitalizing its standing as one of the UK's most beloved brands. Earlier this year, he emphasized the importance of conducting an objective assessment of the Boots brand, focusing on the perception of customers rather than his own assumptions.
This assessment revealed several significant findings. Firstly, the brand was not effectively utilizing its loyalty program, and Markey addressed this issue through multiple campaigns that resulted in over one million new and active Advantage Card holders during his tenure. Secondly, the long-standing 'Feel Good' brand position no longer resonated with the post-pandemic society. After conducting further analysis and gathering insights, Markey introduced the new brand positioning 'With You. For Life' which was highly praised by the industry upon its launch in 2022.
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Furthermore, Markey aimed to inject a fresh and innovative approach into Boots' advertising campaigns, as part of their strategy to rejuvenate the brand. Two major summer campaigns, titled 'Feel Good as New' and 'Summer Better Be Ready', were launched in 2021 and 2022 respectively, receiving immediate acclaim within the industry. According to Markey, both campaigns achieved a return on investment (ROI) of over £2.50 for every £1 spent, setting the stage for even more successful Christmas campaigns, which generated an impressive ROI of £4 for each pound invested.
The impressive outcomes of these endeavors speak for themselves. Markey asserts that the brand's overall health has improved across all key metrics, both compared to the previous year and pre-pandemic times, with tangible success reflected in the retailer's commercial performance. Notably, sales experienced an 11.7% increase in the most recent fourth-quarter results, contributing to ten consecutive quarters of market share growth. Boots Walgreen Alliance, the company's parent organization, praised these results as surpassing expectations and being among the top performers.
