Walgreens chooses GSD&M as new AOR (video)

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This, after a review that didn’t include the seven-year incumbent Downtown Partners Chicago.  The $254 million-dollar account (per Kantar Media) went into review three months ago and several Chicago agencies pitched.


The relationship will include broadcast, print and outdoor marketing efforts, as well as digital activation and creative.

“We are redefining the traditional drugstore and GSD&M brings the passion, experience and creativity to amplify our vision and to deliver our Well at Walgreens message to consumers in impactful ways,” said Joe Magnacca, Walgreens president of daily living products and solutions. “As we create a new customer experience, designed to delight customers and provide better, more personalized care to patients, we look forward to working with GSD&M to help tell that story.”

The first work from GSD&M is expected to break in the fall and will paint Walgreen’s as a neighborhood health center.

“We are redefining the traditional drugstore and GSD&M brings the passion, experience and creativity to amplify our vision and to deliver our Well at Walgreens message to consumers in impactful ways,” Joe Magnacca, Walgreens president of daily living products and solutions, said in a statement. “As we create a new customer experience, designed to delight customers and provide better, more personalized care to patients, we look forward to working with GSD&M to help tell that story.”

Starcom Chicago will continue to handle planning and buying, says The Chicago Tribune.

RBR-TVBR observation: We can see why Walgreen’s wanted something new. Have you seen one of the latest TV spots for the pharmacy chain? It shows a male pharmacist showing waaay too much dedication to the job, going out of his way to help customers. What he ends up looking like is a drug-crazed lunatic, knocking over displays and making messes all over the store. What were they thinking? Folks would not entrust this guy with their meds—no way. Check it out, here: