Walsh Trott beats three to Superdrug account

Superdrug has appointed Walsh Trott Chick Smith to mount its first television advertising campaign since the chain parted company with Bates two years ago.

Walsh Trott pitched against three agencies to win the business. It is understood that the campaign will mark Superdrug’s 40th anniversary. It is not known how much Superdrug will spend on advertising. When owned by Kingfisher, it had an advertising budget of &£10m.

Following Superdrug’s purchase by Dutch company Kruidvat, its ad agency Bates was put on three months notice in February 2002 as a cost-cutting measure. At the same time, marketing director Jo O’Conner was axed and Superdrug’s 40-strong marketing department pared down significantly. Advertising was subsequently handled in house, with media buying through Zenith Optimedia.

Later in 2002, Kruidvat was bought by AS Watson, the health and beauty subsidiary of Hong Kong conglomerate Hutchison Whampoa. Again, the retailer embarked on a marketing cull, resulting in the departure of commercial and marketing director Andrew Bailey and head of marketing Alan Revitt (MW March 31, 2003).

Managing director Gerard Hazelebach has ultimate responsibility for marketing with advertising manager Liza Fenwick reporting to him.