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Shoppers Drug Mart is building a bigger, multi-channel marketing strategy with the help of new media partnerships and a new agency of record, Toronto-based John St.
Rather than holding a review, Shoppers selected the agency based on its multimedia focus and its status since February 2014 as AOR for Loblaw, which purchased the pharmacy chain for $12.4 billion in 2013.
Since arriving at the chain in September 2014, Shelagh Stoneham, Shoppers’ senior vice-president of marketing, said her team has been engaged in market research and strategic planning that has led to a bigger marketing spend, an increased television presence, more online video and new partnerships with Women of Influence and the entertainment show ET Canada.
