Rarely has a client portfolio switched back and forth like this one. After announcing only in March this year it was moving its portfolio from JWT to Ogilvy following a competitive pitch between the two agencies, Pharmacybrands has performed another switch. In a move based on recent strategic shifts combined with an internal review, the company has announced it's reverting back to JWT.
If there’s one thing for certain when it comes to Pharmacybrands, it's that there's been a whole lot of shifting going on. In 2009 it merged with Life Pharmacy to become one company and in April this year, it reeled in Radius Pharmacy under its umbrella, further expanding its portfolio that already includes the likes of Amcal, Unichem and Care Chemists.
Pharmacybrands' merchandising and marketing manager Phil Huddleston was unable to be contacted to discuss the reasons behind the decision to leave Ogilvy, but he said in a release that he's looking forward to rekindling a strong creative and strategic relationship with JWT that enables a real focus on the challenges ahead for the Pharmacy sector.
“JWT has a proven track record with us in the sector and we know they will challenge status quo and identify new opportunities of value for the group," he says.
As you’d expect JWT’s managing director Simon Lendrum is “more than happy” with the reappointment.
“It was with great sadness that our previous work with the Pharmacybrands team came to an end, but even greater delight that we are now back on board and working brilliantly together.”
Lendrum told us it wasn't his place to discuss the details about the reappointment, but did say we can expect to see the agency’s first efforts under the unified Pharmacybrands umbrella within the next couple of months.
“We’re working straight away with the next campaign phase. It will be the first time we do a campaign where all the banners come under one promotion.”