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Mindshare Captures CVS

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Drugstore chain CVS has selected WPP's Mindshare for media planning and buying chores after a review.

Contenders also included WPP's MediaCom; Omnicom's OMD; and Interpublic Group's Universal McCann, according to sources.

CVS spent more than $90 million in domestic measured media in each of the past two years, per Nielsen.

It's turning into a big day for Mindshare. Earlier, word surfaced they had been selected to handle media chores for the $150 million RadioShack assignment after a review.

Commenting on the agency selection, CVS CMO Rob Price said: "Mindshare rose to the top of our search because of their unique combination of both strong strategic thinking and analytics." The assignment will be handled by Mindshare's New York office.
 
Phil Cowdell, head of the shop's North American operations, added, "With healthcare being such a crucial issue these days, and with so many of our clients involved in Rx, OTC and retail brands, working with CVS presents a wonderful opportunity for helping them further grow their brand and its role in customers' and partners' lives."

The client also confirmed that it expects to wrap up its separate creative review by mid-year.  Boston consultancy Pile + Co. is helping guide that competition after assisting CVS with the media pitch.

IPG's Hill, Holliday in Boston, the longtime media and creative incumbent on CVS, said shortly after the review process began that it would not defend either assignment.

Hill, Holliday added CVS to its roster eight years ago. Since then, the company has been one of the shop's largest and most visible assignments, with high-profile work appearing across various traditional and digital channels.

CVS said it launched the reviews owing to changes in both the retail and media landscapes in recent years.

This story updates an earlier item with client confirmation and additional details.