The Rexall and Rexall PharmaPlus pharmacy chains have chosen Anderson DDB Health & Lifestyle as its agency of record.
Selected following a competitive review, Anderson DDB will handle all strategy, creative and media planning services for Rexall effective Sept. 1. PhD will oversee media buying.
The brand, which has 460 locations across central and western Ontario, has been in the process of rolling out a new look across many of its stores (a project undertaken by Jackman Reinvents). The initiative, announced in 2010, includes a new store format, expanded skin care and beauty department, and a range of naturopathic and homeopathic products, along with Rexall’s private brand, Be Better.
Kevin Brady, president and CEO of Anderson DDB, wouldn’t comment on the brand’s strategy going forward, but did imply that creative would be in line with Rexall’s healthy living positioning.
Brady added that the shop is currently working on “three initiatives” for the brand. The work, slated to launch in September, will run until the end of the year.
It was Anderson DDB’s combination of health and consumer knowledge (the shop counts Pfizer, GlaxoSmithKline, appliance brand Electrolux, and the TTC among its clients) and its “unusual positioning in the marketplace” which helped earn it the win, Brady added.
“Our people here are really excited to work on this brand,” he said. “It combines the kind of strengths that the agency has in-house and what we can do for a client that I think really wants to take advantage of what we can work with them on. Combining all our health knowledge with our consumer packaged goods, and exercising that in a retail arena, I think it’s going to be great.”
