PHD has won the Priceline business. The agency replaces Media Merchants.
PHD and Initiative had been battling it out for the $13 million business over the last few weeks, although the broader API business could be worth more.
TrinityP3 handled the process.
See the announcement below:
API has recently undertaken a comprehensive review of its media buying arrangements. As a consequence of this review, API has appointed phd as the media agency of record across its retail brands, including Priceline Pharmacy, with the appointment effective from July 14 2014.
Mark O’Keefe, General Manager of Marketing for API, said “Our Priceline Pharmacy retail brand, in particular, has been experiencing significant growth and that, combined with an evolving and challenging external market place, made it a natural point in time for us to review our media arrangements.
“Media Merchants has been a valued and important partner to API for 12 years and I want to thank them for the support they have given us during that time,” said Mr. O’Keefe.
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