• by David Goetzl  @dgoetzl, October 26, 2012

Walgreens, which sells many products by the show’s top backer, has signed on as the retail sponsor of the People’s Choice Awards set for CBS in January. Procter & Gamble is behind the annual show, with a Starcom MediaVest arm overseeing production along with Mark Burnett’s company.

The agreement allows for Walgreens’ backing of early voting, giving people a chance to cast their ballots in two categories -- favorite new TV drama and favorite new comedy -– on its Web site and and sister business Duane Reade through Nov. 14.

The annual awards show’s cornerstone is consumer votes, which determine winners in the movies, music and TV fields. This marks the first time for early voting.

Walgreens is also behind an award for a celebrity advancing a wellness agenda, which will be awarded during the live broadcast.

MediaVest is P&G’s media agency. Its LiquidThread unit is overseeing P&G’s involvement with the show.

Brent Poer was recently tapped as LiquidThread president, which has about 25 clients involved in campaigns across multiple platforms.

“Big Bang Theory” star Kaley Cuoco will host the Jan. 9 awards show, which airs annually on CBS, from Los Angeles.

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