CVS to Expand DM Through Hill, Holliday

Share this content:
Work on expanded direct and relationship marketing for drugstore chain CVS/pharmacy will begin as soon as advertising agency Hill, Holliday, Connors, Cosmopulos, Boston, settles in with its new status as lead shop on the account.


Replacing Bates USA, the agency owes its new role to an ExtraCare loyalty card program it developed in spring 2001 for CVS. Budget for direct and relationship marketing was not disclosed.


"They want to expand market share and develop relationships with key customer segments, and they want to generate appropriate margin," said Kelly Mahoney, newly named executive vice president of relationship marketing at Hill, Holliday.


The agency will offer database services in datamart creation, analytical modeling and development of proprietary marketing tools. It also will offer direct strategy and mail, store signage and collateral.


Hill, Holliday only recently named Mahoney to her post as part of its effort to expand direct marketing offerings. The agency last year reported relationship marketing revenue of nearly $30 million, up 24 percent from the previous year. The agency posted overall billings of $834 million in 2001.


Mahoney previously was senior vice president and chief marketing officer at Staples.com. She took a six-month breather and toured 30 states by road with her husband. They logged 30,000 miles in a Jeep.


"We met a lot of people along the way, which is really interesting," she said. "It's amazing how many people don't work."


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above