CVS has consolidated its estimated $160 million media agency assignment primarily under Interpublic’s UM following a review that began in March.
The review followed the completion last year of the client’s $70 billion merger with health insurer Aetna.
UM will handle all media duties for both CVS and Aetna, with the exception of paid search for CVS Health. Those duties will be executed by Digitas. Both firms had previously handled the CVS business.
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