So far, summer is shaping up as UM’s winning season.
The IPG Mediabrands agency scored significant business from Coca-Cola a few weeks ago and now adds media responsibilities for the CVS pharmacy chain.
UM won CVS following a review led by consultancy Pile + Co., and it will succeed WPP’s Mindshare on the assignment. The Rhode Island-based client spends nearly $85 million annually on domestic ads, per Kantar Media.
“We look forward to working with UM as we bring our message to a number of key stakeholder audiences,” CVS said in a statement, in which it also thanked WPP’s Mindshare “for their significant creative and strategic contributions over years of our partnership.”
Mindshare, CVS’ primary media partner since 2010, participated in the review, which kicked off in the spring. Creative duties, not included in that process, remain with Omnicom’s BBDO. That agency added CVS’ creative last year, and its first work for the client broke in September 2014, repositioning the brand with a new tagline, “Health Is Everything,” across digital, print, television, outdoor and experiential channels. The campaign broke as the chain stopped selling cigarettes.
UM’s CVS win comes less than three weeks after Coke awarded the shop lead-agency status on its North American media business, on which Publicis Groupe’s MediaVest was the incumbent. Coke spent $400 million on U.S. advertising last year.
