CVS Picks Arnold for Creative

CVS has selected Havas’ Arnold in Boston to handle creative chores on its $90 million account following a review, according to sources.

Arnold succeeds crosstown rival Hill, Holliday, a unit of Interpublic Group, on the business.

CVS spends about $90 million annually in measured media, per Nielsen, and it easily qualifies as Arnold’s biggest win in several years. It’s also the first major new client for the shop since Andrew Benett joined as CEO from Havas’ Euro RSCG in February. (Arnold did add far smaller Huntington Bank shortly after he arrived.)

Execs from Arnold, CVS and Pile + Co., the consultancy that ran the review, either declined comment or could not immediately be reached. Other contenders were undisclosed.

WPP Group’s Mindshare in New York won the media portion of the business in a separate Pile-led review that concluded two weeks ago.

Hill, Holliday, the longtime media and creative incumbent, said shortly after the review process began that it would not defend either assignment.

Hill, Holliday added CVS to its roster eight years ago. Since then, the company has been one of the shop’s largest and most visible assignments, with high-profile work appearing across various traditional and digital channels.

CVS said it launched the reviews owing to changes in both the retail and media landscapes in recent years.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: May 21, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT