Rite Aid Wants Customers to Know It’s Got Their Backs. Will That Cure Its Many Ills?

A few months back, Jeanniey Walden--just getting her sea legs as the new CMO of Rite Aid--set up a meeting with creative shop Leo Burnett. But what started as a simple meet-and-greet featured an unexpected surprise. "I saw some work that they had done that never made it to the light of day," Walden told...