CVS Picks Mindshare

Drugstore chain CVS has selected WPP’s Mindshare for media planning and buying chores after a review, per sources.

Contenders also included WPP’s MediaCom; Omnicom’s OMD; and Interpublic Group’s Universal McCann, according to sources.

CVS spent more than $90 million in domestic measured media in each of the past two years, per Nielsen.

It’s turning into a big day for Mindshare. Earlier, word surfaced they had been selected to handle media chores for the $150 million RadioShack assignment after a review.

In January, CVS began separate reviews of its creative and media chores. The chain had said no timetable has been established for the competitions, though sources indicated that CVS would conduct the media process first.

IPG’s Hill, Holliday in Boston, the longtime media and creative incumbent on CVS, said shortly after the review process began that it would not defend either assignment.

Officials at the various media shops could not be immediately reached. A CVS rep could not confirm the award, saying she was unaware of any new developments in the review process.

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.

Boston consulting firm Pile + Co. is assisting CVS with both the media and creative competitions.

Publish date: May 10, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT