CVS Health puts creative and media in review

March 30, 2026 - 19:56

CVS Health has launched a comprehensive review of its creative and media agency partnerships, a significant move that puts its substantial advertising account under scrutiny. This decision comes as the healthcare giant continues to evolve its consumer-facing strategy in a competitive retail and pharmacy landscape.

The review encompasses the company's full spectrum of marketing needs, including creative development, media planning, and buying. It signals a potential shift in how CVS communicates its expanding services—from pharmacy benefits and minute clinics to its growing health and wellness offerings—to millions of customers nationwide.

This strategic reassessment follows a period of considerable advertising investment. According to recent reports, CVS Health’s advertising costs totaled a substantial $970 million in 2025. Undertaking such a review allows the corporation to evaluate current agency performance, seek potential efficiencies, and ensure its marketing approach is fully aligned with its long-term business objectives. The outcome will be closely watched within the advertising industry, given the account's high profile and significant budget.