Ogilvy snares expanded Pharmacybrands work

Ogilvy NZ has picked up the expanded portfolio of Pharmacybrands Ltd after a competitive pitch between incumbents Ogilvy and JWT.   Pharmacybrands, owner of the Unichem and Amcal brands, recently merged with Life Pharmacy group and decided to bring all three brands together into one agency.

Pharmacybrands has now also acquired the Radius Group of Pharmacies, bringing its total number of franchisee pharmacies within the group to around 300, with an equity interest by Pharmacybrands in 68 of these.

Pharmacybrands Head of Merchandise and Marketing, Phil Huddleston, said the company had selected Ogilvy because of its experience in the sector through previous involvement with the Life Pharmacy brand, its acknowledged expertise in the retail sector and its ability to deliver key learnings and solutions to drive pharmacy in the ever increasingly competitive retail market place. 

Ogilvy managing director Greg Partington said the agency would be using its full range of assets, including its data management, creative and digital teams, to ensure that Pharmacybrand retailers have strong brand and marketing support.

“We will be working hard with the Pharmacybrands team to ensure that pharmacists within the Group continue to develop strong retail businesses,” says Partington.

“Our substantial experience at the retail interface means we can strongly support Pharmacybrands’ growth strategy by providing them with highly effective and creative advertising concepts and take full advantage of our totally integrated capability to deliver excellent service to our client.”