Accounts in Review: CVS’ Media Search Follows a Creative Shift

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 company is loyal. Pile, which is based in Boston, has managed the retailer's last five reviews, dating back to 2002.

13

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

12

SC Johnson: Global Media

Media spend: $1 billion
Incumbents: Maxus (traditional), PHD (digital)
Contenders: Incumbents
Completion: May

 

11

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, others to be determined
Completion: December

 

10

Coty: Global Media

Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Completion: June

9

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas, led by FCB, Leo Burnett and Havas Worldwide, respectively
Completion: May

8

Citi: Global Media

Media spend: $450 million
Incumbent: MEC, Starcom, Razorfish
Contenders: Incumbents
Completion: July

 

7

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Carat
Completion: July

6

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

5

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: July

4

Royal Caribbean: Creative

Media spend: $80 million
Incumbent: JWT
Contenders: Droga5, Deutsch, Mullen, 22squared
Completion: May

3

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

 

 

2

Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbent: MEC
Contenders: MEC, Horizon Media, Zenith Media, Havas Media, Mediahub
Consultant: Pile + Co.
Awarded to Mediahub

1

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June