CVS Goes Into Play

CVS has hired Boston-based consultancy Pile + Co. to manage a review of its advertising account, the pharmacy chain said today.

CVS spends about $90 million annually in domestic major measured media, according to data complied by Nielsen.

Interpublic Group’s Hill, Holliday in Boston has long been the pharmacy chain’s primary agency partner and has been invited to defend, along with various other shops that handle portions of the business.

Hill, Holliday said it plans to participate.

Creative and media chores will be reviewed separately. A client representative said no timetable has been established for the competitions, though sources indicated that CVS intends to conduct the media process first and finish up in March.

Hill, Holliday added CVS to its roster nearly 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 is reviewing because of changes in both the retail and media landscapes in recent years. “All of this change makes it the right time to embark on this process,” the rep said.