Priceline Pharmacy has announced a change in its advertising agency after a long and successful association with GIRL.

Priceline Pharmacy has transformed in the last 10 years as Australia’s leading health and beauty brand, and now has more than 420 stores nationally. As a result of the sustained growth of the brand, Priceline Pharmacy reassessed its requirements and determined that a change in agency partner would help sustain the growth and build on its achievements to date.

After a formal pitch process, Ogilvy Melbourne has been appointed Priceline Pharmacy’s creative agency partner.

Priceline Pharmacy general manager marketing, Mark O’Keefe, said that GIRL had made a substantial contribution to developing Priceline Pharmacy to its market position today.

“GIRL has been an integral part of our development and we thank them for being part of our successful journey.

“At the same time, we are delighted to welcome Ogilvy as part of our team. They demonstrated throughout the pitch process a clear understanding of our business and our customer with a strong ability to execute strategy into creative across all channels. We look forward to working with them to build Priceline Pharmacy’s market position as the leading health and beauty retailer,” he said.

Ogilvy Melbourne group managing director, Jo Rozario said: “Priceline Pharmacy is a business that has a genuine knowledge of its customer and clear sense of purpose. We were excited from the outset at the prospect of working with them and expanding on their incredibly strong base. We are very much looking forward to getting started in the coming weeks.”