Wednesday, January 28, 2026

ABDA Appoints GUD.berlin – A Strategic and Creative Restart to Strengthen Local Pharmacies

Since the beginning of the year, ABDA has been supported strategically and creatively by Berlin-based campaign agency GUD.berlin. Following a multi-stage selection process, GUD prevailed and is replacing Cyrano, which had worked with ABDA for 13 years. The decision to change agencies was made by the ABDA executive board in autumn 2025.

The new framework agreement has a volume of more than two million euros per year and will initially run until the end of 2027. An option to extend the contract for a further two years is included. Cyrano will continue to work for ABDA and will remain responsible for the association’s young talent campaign, which is explicitly excluded from the new mandate.

A key focus of the collaboration with GUD.berlin is digital communication. The agency will now oversee all ABDA social media channels – including those used for political communication as well as campaign-related channels across social networks. The young talent campaign is also excluded here and will continue to be managed separately.

According to its own statements, GUD.berlin will rely on its proven combination of strategic excellence and attention-grabbing creative work. The agency is known for campaigns for the BVG, Kleinanzeigen, and Deutsche Bahn, among others. The aim of the new partnership is to position the nationwide supply provided by local pharmacies not only as system-relevant, but as an essential contributor to quality of life in Germany.