Superdrug due to pick Grey London for ad account

Agency pitched against FCB Inferno and McCann.

Superdrug: Brave previously worked on advertising
Superdrug: Brave previously worked on advertising

Superdrug is set appoint Grey London as its creative agency.

The retailer, which is owned by AS Watson, began a pitch process in October last year. Grey beat FCB Inferno and McCann in the review.

Superdrug previously worked with Brave on advertising. In 2017, the agency created an energetic campaign spanning TV sponsorship and videos on the SuperdrugLoves YouTube channel. Brave also created the brand platform "That Superdrug feeling".

In January, Superdrug reappointed Mindshare to its media planning and buying account after an eight-month pitch process. Mindshare, which has worked with the retailer for five years, will continue to handle TV sponsorship, social, licensing, in-app and broadcast activity.

At the time, Patrick Megarry, Superdrug's head of marketing, said: "In such a competitive retail market, it is important for us to build the right roster of agency partners and we are delighted to be planning ahead to 2019 and beyond with the team at Mindshare."

In the same month, the retailer announced that it would introduce tougher mental-health checks before carrying out Botox and dermal fillers procedures, following criticism by the NHS.

In March, Superdrug became the first high-street retailer to offer advice to women on how to carry out breast cancer examinations. It will provide consultations in all of its 56 nurse clinics across the UK in conjunction with charity CoppaFeel!.