How the Walgreens Writers Room Delivers Meaningful Content - S211
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Head of Creative, Walgreens
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ABOUT THE SESSION
In 2021, under pressure from the pandemic and Walgreens’ need to produce more high-value content faster than their agency partners could deliver it, LOOP (Walgreens brand design and content studio) broke with “in-house” convention. LOOP launched a Writers Room of diverse and underrepresented content producers who reflect Walgreens’ broad retail audience to unlock a variety of insights. And then they went to work using Adobe Workfront and other Adobe products to bring those insights to life. Learn how Walgreens took an unconventional path to achieve unconventional results.
In this session, learn how:
- The Writers Room chose to think more like TV producers than advertisers to address the need for more relevant, personalized, and representative content
- They leveraged the power of Workfront, along with Adobe creative and asset management applications, to deliver more meaningful content quickly and credibly
- An efficient content engine can both capture and reflect the diverse perspectives that build customer trust
Track: Marketing Workflows and Collaboration
Session Type: Session
Technical Level: General Audience
Presentation Style: Case/Use Study
Audience Type: Creative Leader, Marketing Executive, Content Marketer
Industry Focus: Retail
Business Type: B2C
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Presented by R2integrated
Optimizing the Customer Journey Via Data and Personalization
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