Superdrug creative pitch riles agencies

Agencies have hit out at Superdrug after the retailer asked them to present work in their first meeting.

Superdrug: complaints
Superdrug: complaints

Superdrug invited 11 agencies, including the incumbent HeyHuman, to pitch for its creative account by proposing ideas to a panel of eight decision-makers.

The initial tender documents also included a clause about agencies potentially paying a deposit to take part in the pitch, but a spokeswoman for Superdrug said that this was part of the group-wide standard contact and was not intended to be enforced.

Superdrug is not using an intermediary for the process and is not a member of ISBA.

Paul Bainsfair, the IPA’s director-general, said: "The IPA New Business Group has concerns about a number of recent pitches which do not adhere to best practice."

The furore follows criticism of Kwik Fit’s ongoing creative pitch and Beiersdorf’s aborted shopper contest.

A Superdrug spokeswoman said: "We believe the process has been transparent."


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