Walgreens Boots Alliance has stepped its personalisation drive after launching a £20k MAD//Fest London brand challenge on 7-8 July at The Old Truman Brewery. 

The global healthcare and retail giant said it is “constantly looking to cater to consumers' health-care needs on a more one-to-one basis”. The MAD//Fest London pitch will see start-ups and scale-ups pitch for a £20k pilot at MAD//Fest London’s ‘House of Innovation’.

No.7 and Liz Earle-owner Boots has embarked on a global strategy to “deliver personalisation at scale”. In November, Boots Alliance CMO – Global Brands Kristof Neirynck said Boots is “betting big” on mass personalisation so that it can “deliver the right message, to the right person, in the right place at the right time”.

The MAD//Fest London pitch will be overseen by Walgreens Boots Alliance Director for Consumer Healthcare Futures Marni Allen. The pitch will be hosted by Co:Cubed. 

“We’re interested in tools that help the business better understand the needs of customers, customising products and services and connecting consumers to Boots stores. We want to connect customers to people who can support their health and wellbeing ambitions,” sai Allen.

Boots join M&S, Diageo, Pizza Hut and Reckitt as MAD//Fest London’s  brand innovation partners. Each brand will run a £20k pitch at the event on 7-8 July, meaning £100k will be invested in 5 start-ups at MAD//Fest London. The event culminates in a main stage ‘Champion of Champions’ pitch on 8 July.

“The MAD//Fest London ‘House of Innovation’ line-up is complete with this fantastic brief from one of the biggest global players in healthcare and retail. If you’re a brand, you’ll love this interactive format and the chance to see how emerging innovation can address real life brand challenges. For start-ups, this is a fantastic way to build relationships with innovation-hungry global brands,” said Dan Brain, MAD//Fest London’s Co-founder.

4,000 attendees are expected to attend MAD//Fest London and over 150 industry leaders will tackle 2021’s theme, ‘Where Do We Go From Here?’ Speakers include Broadcaster June Sarpong OBE, S4 Capital Executive Chairman Sir Martin Sorrell, Ogilvy Vice-chair Rory Sutherland, Dishoom co-founder Shamil Thakrar, Facebook VP EMEA Nicola Mendelsohn CBE, Resi Founder Alexandra Depledge MBE and Boots CMO Pete Markey.


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