Boots split with four-year incumbent Tulchan Communications in April and has hired Finsbury following a three-way pitch (PRWeek, 15 April).
Finsbury had been tipped to win because of co-founder Roland Rudd's work with Boots chairman Sir Nigel Rudd (no relation) at companies including Pilkington.
'Tulchan's brief was set up in 2000 when there was a different agenda.
We are now in a much more competitive environment and the brief has changed accordingly,' said Boots head of financial media relations Donal McCabe.
Boots split with Tulchan a week after the retailer's CEO Richard Baker was forced to issue its third profit warning since joining in 2003. He has since instigated a streamlining programme, involving 900 job cuts.
Finsbury director James Murgatroyd leads the account, reporting to Baker.