CVS Puts $85 Million Media Account In Review

CVS Health has put its media buying and planning duties into play, the drug store chain has confirmed.

The incumbent, WPP's Mindshare -- which won the account after a review in 2010 -- is expected to participate, as is Horizon Media, according to sources. CVS spent $84.4 million on advertising last year, according to Kantar Media.  

Asked about the review, a CVS rep responded: “As a matter of course, CVS Health is evaluating its agency partner for its media business. Our current media partner, MindShare, is expected to participate in the agency review.”  

This move follows several recent changes for the health chain. Last year, CVS announced it was switching creative duties to Omnicom's BBDO from Havas' Arnold Worldwide. 

The chain also decided to stop selling tobacco products. Instead, CVS is positioning itself as a leading health and beauty destination. To that end, CVS is launching a beauty elevation program across several thousand stores that enhances and personalizes the in-store experience. 



CVS is also refreshing 500 stores with a design that eliminates photo departments to introduce healthy food items. 

Also, as part of the My CVS Store rebrand, the chain is looking at different "clusters" of demographics, such as Hispanics, to micro-target and tailor store products and messaging to them. 

These moves are part of a $200 million consolidation process designed to make the chain more efficient and to identify opportunities. 

CVS confirmed that it is working with Pile & Co. to help manage the review process. A decision is expected this summer.

Next story loading loading..