Superdrug announced it will retain Mindshare following a competitive pitch for its offline media account.

The win follows a successful year for Superdrug and Mindshare, which focused on TV sponsorship with a full multi-platform campaign, including VOD (video on demand), social, licensing, in-app, and broadcast.

Patrick Megarry, Superdrug's head of marketing says, “In such a competitive retail market it is important for us to build the right roster of agency partners and we are delighted to be planning ahead to 2019 and beyond with the team at Mindshare.”

Alan Weetch, chief of planning operations at Mindshare UK, adds, “We are absolutely delighted to have retained the AS Watson business after an 8-month long pitch process. Historically retention pitches are very tough, with the incumbent only winning 25% of the time. This year that percentage has been significantly lower, which makes us very proud indeed to have defended the business.

“We’re thrilled to continue working with Superdrug following a successful partnership of over 5 years to date and look forward to developing the next body of creative work with them in the future.”