Anderson DDB wins Rexall

After a lengthy competitive review, the health-focused arm of DDB will be AOR for the retailer.
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Anderson DDB, the health-focused arm of DDB Canada, has been named agency of record for Rexall and Rexall Pharma Plus.

Effective Sept. 1, the win comes after a competitive review involving multiple agencies. While Rexall initially issued separate reviews for both creative and media, the agency will handle all creative, strategy and media planning for the retailer, with assistance from PHD on media buying. The first projects as part of the new relationship are expected to debut this fall.

While much of Anderson DDB’s work comes from the healthcare and pharmaceutical sectors with clients that have included Johnson & Johnson, Pfizer and GSK over its 40-year history, it also works with clients in other regulated spaces and government agencies. This has included work with the TTC and Ontario Science Centre, as well as consumer brands like Frigidaire and Electrolux. Kevin Brady, president and CEO of Anderson DDB Health and Lifestyle, says that mix makes a client like Rexall a good fit on the agency’s client roster.

“We have the retail and consumer expertise to go with what we do in the health category. With our OTC work on things like Robitussin, Centrum and Aerius, we’ve also got a lot of experience with packaged goods and in-store promotions.”

Rexall, owned by the Katz Group of Companies, operates over 460 stores across Ontario, B.C., Alberta, Saskatchewan and Manitoba. Since 2013, it has been rolling out a new store format across its retail network.

In May, Katz announced it had hired former Shopper’s Drug Mart CEO Jurgen Schreiber as CEO of Rexall Health, a new banner that would include the Rexall and Rexall Pharma Plus retail operations, as well as the Medicentres Canada family healthcare clinics and Claimsecure healthcare management and technology firm.

“There’s been some changes at Rexall, and they’re in an innovation mode as far as stores go,” Brady says. “So I think it’s more about where they’re going instead of where they were, both strategically and at retail. If you wrap that all up with an agency partner with our kind of experience, I think it’s going to be really good for the future.”

Rexall has worked with Jackman Reinvents on its new store design, as well as Public on its “Shot for Shot” campaign to drive public awareness around vaccinations.

Image courtesy Lester Balajadia/Shutterstock