BBDO Wins CVS Caremark | Adweek BBDO Wins CVS Caremark | Adweek
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BBDO Wins CVS

Replaces Arnold, which pulled out of review

BBDO continues its new business streak, winning creative duties for CVS Caremark after prevailing in the Wells Fargo pitch last week.

CVS' media spending last year was $115 million.

The decision ends a search that started in January. The other finalists were Grey, Ogilvy & Mather, Lowe Campbell Ewald and Havas Worldwide, a sister shop to incumbent Arnold. That agency withdrew from the review earlier this month.

The search did not include CVS' media business. WPP Group's Mindshare won that assignment around the same time CVS hired Arnold in 2010. Boston-based Pile + Co. handled the current review, as it did the previous review.

CVS went into review after Helena Foulkes was promoted to the role of president on Jan. 1. A 20-year veteran of the Woonsocket, R.I.-based chain, Foulkes previously was its chief healthcare strategy and marketing officer, responsible for corporate strategy and enterprise marketing, government relations and communications.

Rob Price, chief marketing officer of CVS/pharmacy said about the hire of BBDO: “As we look ahead to exciting challenges for CVS Caremark as a leader in a quickly evolving health care marketplace, we have the opportunity to amplify our purpose of helping people on their path to better health. BBDO is well-positioned to partner with us in this journey and bring our message to life with all stakeholders.”

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