Advances in data and technology is enabling healthcare retailer Walgreens Boots Alliance to embark on a mass personalisation drive targeted with boosting the relevance of its ads, enhancing customer experience and driving sales.

In this MAD//Anywhere interview hosted by Automated Creative Founder Tom Ollerton, Walgreens Boots Alliance CMO – Global Brands Kristof Neirynck shares how “betting big” mass personalisation is driving growth and enhancing the brand’s ability to “deliver the right message, to the right person, in the right place at the right time”.

Neirynck was speaking alongside industry leaders including Sir Martin Sorrell, Patagonia EMEA Marketing Director Alex Weller and Not On The High St CMO Ella D’Amato.

 All MAD//Anywhere sessions are now available on the MAD//Fest YouTube channel.

MAD//Anywhere returns on 10-11 March for two action-packed days of big name speakers sharing how they are moving their businesses forward in turbulent times.