A spokesperson confirmed that pharmacy chain CVS Health has consolidated the majority of its U.S. media buying and planning responsibilities with IPG Mediabrands network UM.
The appointment concludes a review launched earlier this year as CVS Health completed its acquisition of Aetna last November.
UM will be responsible for media buying and planning for the primary CVS Health brand, excluding paid search, which will be handled by Digitas, as well as all media buying and planning for Aetna, including paid search. Aetna incumbent [email protected], which was folded into GroupM’s Mindshare back in 2017, also participated in the review, according to sources with knowledge of the matter.
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