Walgreens has tapped OMD as its new media planning and buying agency after a review in which the incumbent, Publicis Groupe’s Starcom, defended.
The shift follows the retailer’s selection of OMD’s Omnicom sibling GSD&M to handle the company’s creative work last year. Sources identified the other media finalists as Zenith and Initiative.
OMD has responsibility for Walgreens’ $200 million-plus investment in the U.S. and Puerto Rico spanning traditional, multicultural, digital and mobile media. The business will be led from OMD’s Chicago office.
“The agency’s expertise across all media channels will help us efficiently deliver our marketing messages in both the evolving retail and healthcare markets,” said Graham Atkinson, chief marketing and customer experience officer at the Deerfield, Illinois retailer.
A consultancy in Chicago, R3:JLB, helped manage the search.