Mindshare has retained Superdrug's media account following a competitive pitch, but its creative review – which kicked off at the end of 2018 – is rumbling on.
The media appointment has seen Mindshare retain the A.S. Watson Group-owned brand's planning and buying business, understood to be worth around £7m. Included within the brief are the same responsibilities for sister companyThe Perfume Shop.
Last year, under Mindshare's watch, Superdrug's media strategy was heavily focused on TV sponsorship including a deal with ITV's flagship summer show Love Island across broadcast, video-on-demand, social and licensing.
However, it was revealed at the end of last year that Love Island producers were on the hunt for a new commercial partner after the high-street chemist announced plans to cut ties with the show.
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.”
The Drum understands the pitch process took the best part of nine months. Its conclusion comes amid an ongoiong review of its advertising account, currently held by Brave.
With Brave, Superdrug has launched a number of colourful spots celebrating 'That Superdrug Feeling' as it looks to target hero cosmetic and gifting occasions throughout the year.