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Rite Aid taps Havas for brand strategy, creative

Rite Aid has found a new agency of record. The Camp Hill, Pa.-based chain announced Thursday that it had enlisted Havas North America’s services, with a focus on brand strategy and creative.

As part of the agreement, Havas will recruit a team of thought leaders dubbed the Well Village, who will have experience in retail health care strategy and creative and provide Rite Aid with a 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.”

Havas also will focus on Rite Aid’s customer rewards program wellness+ rewards, creating new programs to bring additional value to shoppers and drive acquisition of new customers. Additionally, the company will work with Rite Aid to develop an integrated marketing campaign supporting its 2018-19 immunization program, starting with the flu in the fall.

"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.
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