Superdrug kicks off 2.6m media review

Superdrug is reviewing its 2.6m media planning and buying account, currently held by Zenith Optimedia…

Superdrug is reviewing its £2.6m media planning and buying account, currently held by Zenith Optimedia.

The review is in its early stages and the retailer is poised to starting contacting agencies. The incumbent has been invited to repitch.

A Superdrug spokeswoman says: “We can confirm that the media buying account for Superdrug is currently being reviewed. Superdrug has been working with Zenith Optimedia for seven years; after working with any one agency for this amount of time the decision to put the account out to pitch is business as usual and Zenith will be part of the pitch.”

The pitch will be overseen by Superdrug marketing director Gerry Murphy, who joined the company in 2004 from Matalan (MW January 13 2005).

Superdrug has not had a creative agency of record since 2005, when it parted company with Euro RSCG London after only seven months after pulling the plug on a planned £10m above-the-line campaign (MW December 1, 2005). Since then, it has commissioned its creative work on a project basis. The spokeswoman says there are no plans currently to change that situation.

Superdrug is owned by retail group AS Watson, which is a subsidiary of Hutchison Whampoa, which also owns mobile phone network operator 3.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here