- David Gianatasio

NEW YORK Drugstore chain Duane Reade has tapped DeVito/Verdi as its lead agency.

The client spent slightly less than $2 million on ads last year, per Nielsen.

Duane Reade has been a fixture in metropolitan New York for almost 40 years and with 250 locations, remains one of the area's largest drugstore chains. (The chain faces stiff competition from ubiquitous national players like CVS, which typically spends more than $100 million annually in measured media.)

DeVito/Verdi here said it prevailed after a review to become the client's first lead shop in more than four years.

The shop will handle virtually all chores for the client, including TV, print, outdoor and online advertising, as well as public relations, event and guerilla marketing and in-store/collateral efforts. Media planning and buying are also part of the assignment.

A new campaign will likely break in early summer; details of the creative direction are still being worked out.

Duane Reade has been transforming its stores to create a more contemporary and organized look to attract today's consumers. The agency is tasked with crafting promo efforts to support the chain's rebirth.
 
Ellis Verdi, agency president, said: "There are exciting things going on with Duane Reade, and we're proud to be part of this ambitious and thoughtful revitalization."

The shop, an independent, has established its credentials with New York fixtures like New York magazine, Daffy's and TimeOut New York.