Mindshare Is Defending in CVS’ Media Review

Brand spends about $85 million in media annually

After five years with Mindshare, Woonsocket, R.I.-based chain CVS is reviewing its media business. 

The media review follows last year's creative search, which triggered a shift from Arnold to BBDO, and once again CVS is using Pile + Co. to manage the process. The company spent nearly $85 million in media last year, according to Kantar Media. 

A CVS representative confirmed the latest search and indicated that Mindshare would participate. A decision is expected sometime during the summer.

Mindshare, a unit of WPP Group's GroupM, has worked on the brand since 2010.

With BBDO, CVS has sought to reposition itself as a health care provider, with the company last year moving to no longer sell cigarettes.