Mother consortium victorious in £90m Boots realignment

A consortium led by Mother has defied sceptics to pick up the £90 million integrated advertising account for Boots' UK retail operation.

The winning team - which calls itself Los Galacticos, after the Spanish football team Real Madrid - comprised Naked, MediaCom, Craik Jones Watson Mitchell Voelkel, Saturday, Poke, Cake and Circus.

Mother is planning to relocate to new Shoreditch offices in February, where it will open a dedicated Boots' "venue", with a team composed from all the pitching agencies housed under one roof. The consortium will take over the account, worth £40 million above the line, in April 2004.

Mother's team beat the WPP incumbent agencies, J. Walter Thompson and MindShare, in the final shoot-out held last week. Consortia led by Abbott Mead Vickers BBDO and Publicis were ruled out two weeks ago.

The Mother appointment promises to introduce a less traditional approach to Boots' marketing.

- Full story, p3.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).