Duane Reade Refills Marketing Prescription by Continuing Relationship With New York Ad Agency DeVito/Verdi

NEW YORK, March 24, 2011 /PRNewswire/ -- Duane Reade is certainly looking a lot healthier these days.  Given its recent acquisition by Walgreens, the revamping of several high-traffic stores, and the success of a reputation-burnishing branding and advertising campaign, the iconic chain has undergone a transformation that has significantly altered the way New Yorkers view their local drugstore.

And to keep the quintessentially New York chain looking fresh, Duane Reade announced today that it has extended the contract of the advertising agency that assisted with its marketing metamorphosis, DeVito/Verdi.

Crediting the advertising that played an important role in the brand makeover of Duane Reade, Walgreens executives intend to keep building on the success of the recent marketing efforts created by DeVito/Verdi.

"The street-smart ad campaign created by DeVito/Verdi certainly helped transform the Duane Reade brand," said Paul Tiberio senior vice president of merchandising and marketing for Duane Reade.  "We're looking forward to having the agency continue to give voice to this iconoclastic brand."

The agency will continue to be responsible for brand advertising, digital advertising, media buying and planning, and public relations for the 250+-store chain.  Terms of the contract were not disclosed.

DeVito/Verdi began working with Duane Reade in 2008 to help recast and reposition the ubiquitous chain.  The agency unveiled brassy new ads that conveyed the message that Duane Reade is an essential part of the fabric of life in New York City.  The brand-advertising campaign, which carried the line "Duane Reade.  Your city.  Your drugstore." helped to remind New Yorkers that this was their hometown favorite.

"We're extremely proud of the work we've done to help change the perception of Duane Reade," said Ellis Verdi, president of DeVito/Verdi.  "It's nice that the advertising has been rewarded and recognized for its role in the successful transformation of Duane Reade."

About Duane Reade

Founded in 1960, Duane Reade is the largest drug store chain in New York City.  In keeping with the company's brand vision of New York Living Made Easy, Duane Reade provides New Yorkers with prescriptions, health products and services, beauty products and services, food and convenience items for daily life in the city everything for "How I Feel," "How I Look," and "What I Need Now."  The company operates 250+ stores throughout the metropolitan New York region and is part of the Walgreens family of companies

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Meijer, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Mount Sinai Medical Center, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Massachusetts General Hospital, Appleton Rums, Dressbarn, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority, For Eyes Optical and others.  For more information on DeVito/Verdi, visit www.devitoverdi.com.

SOURCE DeVito/Verdi