Superdrug calls ad review and boosts spend to £10m

Superdrug has put its advertising account up for review as it prepares to boost its ad spend to more than £10m.

The AS Watson-owned health and beauty retailer has given a brief to four agencies, including incumbent Walsh Trott Chick Smith, to come up with a new brand campaign. The other agencies are thought to include M&C Saatchi and Euro RSCG London.

The review is independent of the pitch being held for Superdrug’s sister retailer Savers (MW March 10). AS Watson is the retail arm of Hong Kong-based conglomerate Hutchison Whampoa, which also owns mobile phone network 3.

Former Matalan marketing controller Gerry Murphy is overseeing Superdrug’s ad review in his new role as regional general manager. Murphy worked with Superdrug chief operating officer Euan Sutherland at Matalan, where he was retail operations director in charge of marketing.

Superdrug spends about £3.5m a year on tactical advertising and plans to launch a brand campaign in the autumn, which is to coincide with the completion of a revamp of all its stores.

The retailer has just expanded its range of insurance products, adding home, motor breakdown, car and pet insurance to the travel insurance it already offers.

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