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Another year, another search.
Fourteen months after shifting its creative account from Arnold to BBDO, CVS is reviewing its media business. Like its 2014 search, the company is using Pile + Co. as a consultant. Media spending approached $85 million last year, according to Kantar Media.
Also similar to last year, the incumbent—in this case, Mindshare—is defending. (Arnold participated in the creative search but withdrew several weeks before the selection.) The media contest is expected to conclude in July.
Say what you will about CVS, but when it comes to consultants, the Woonsocket, R.I.-based
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