Rite Aid Taps Havas for New Brand Strategy & Creative

Rite Aid is revamping its communications strategy just a few weeks after its proposed merger with Albertsons fell through.The drug retailer has named Havas North America as its new Agency of Record with an emphasis on brand strategy and creative. Under the agreement, Havas will form a team of talent known as the “Well Village,” which will include thought leaders with experience in retail health care strategy and creative from across the agency’s network, designed to provide Rite Aid with a comprehensive suite of marketing services.“Innovation is a critical component of Rite Aid’s strategy, so we’re pleased that our new agency partner shares our passion for innovative consumer-centric solutions as well as our commitment to improving the health and wellbeing of our customers,” said David Abelman, Rite Aid executive vice president of marketing. “Working closely with our marketing team and key functional areas, Havas will play a critical role in helping us develop compelling content and messaging that resonates with our valued customers, elevates our brand and helps grow our business by creating a differentiated experience in our stores and online.”The announcement comes weeks after Rite Aid's proposed merger with Albertsons was called off. Last year, Rite Aid's proposed merger with Walgreens Boots Alliance was also called off. Rite Aid is now in the position of having to reinvent itself without the help of a merger just as online retailers and health care mergers (such as CVS/Aetna) look threaten its market share.Among Havas’ areas of focus will be wellness+ rewards, Rite Aid’s customer loyalty program. Launched in 2010, Rite Aid has used wellness+ rewards to create personalized experiences for customers based on how they shop Rite Aid stores and interact with the company’s brand. Havas will build upon the success of wellness+ rewards by creating new programs that offer additional value to current members and drive the acquisition of new customers.“As a trusted retail healthcare company for more than 50 years, Rite Aid is a strong brand that champions wellness in the communities they serve,” said Havas Creative, North America CEO and Chairman Paul Marobella. “When we explored the distinct needs of the Rite Aid brand, we knew we needed a solution as unique as their business. By forming our Havas Well Village team, we will be bringing together the best creative, media, retail and health minds at Havas to help accelerate Rite Aid’s opportunity as champions of wellness across its footprint of more than 2,500 stores as well as its online and mobile channels.”Havas will also partner with Rite Aid to develop an integrated, multi-faceted marketing campaign in support of the company’s 2018-19 immunization program, beginning with flu this fall.

Rite Aid Taps Havas for New Brand Strategy & Creative

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