Superdrug calls £5 million creative review

LONDON - Superdrug, the UK's second-largest health and beauty retailer, is holding talks with agencies about its £5 million UK advertising account.

Superdrug calls ad review
Superdrug calls ad review

The company has spoken to a number of above-the-line agencies ahead of a pitch for the business.
Superdrug is understood to be keen to ramp up its marketing efforts in a bid to gain a stronger market share in the health and beauty sector, which is dominated by Boots.
The retailer does not currently work with a retained advertising agency and instead uses an in-house team to create all of its marketing communications.
The majority of its recent campaigns consist of sales promotion work and price-led press ads.
Superdrug is regularly involved in newspaper give­aways, linking up with brands including Vaseline and Haribo. It also struck a partnership with the Institute of Cancer Research to launch a campaign to raise awareness of being safe in the sun.
Superdrug's most recent retained advertising agency was Euro RSCG, which was appointed to handle its branding work in May 2005.
However, the retailer parted company with the agency the following December, citing a decision to move away from TV advertising.
The brand's media planning and buying is handled by ZenithOptimedia, which retained the business in 2007 after a pitch against Carat, Mindshare and Walker Media.
Last year, Superdrug signalled its intentions to boost its online presence by appointing I Spy Search to develop its social media offering.


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