Deutsch beat out fellow Interpublic shops Hill Holliday Connors Cosmopulos, Boston, and the Martin Agency, Richmond, Va., for Tylenol.
Alchemy, Universal McCann also win big
McNeil awarded Deutsch the $20.5 million St. Joseph aspirin account, and handed Alchemy, another Interpublic shop, the $48 million Pepcid business and the $16 million Mylanta account, both of which are for heartburn sufferers. Interpublic's Universal McCann was given media buying and planning duties on Tylenol.
All the accounts were previously with Publicis Groupe's Saatchi & Saatchi, New York. Saatchi handled the Tylenol brand since 1975, when the pain medication went over-the-counter, until September, when McNeil decided to place the account in review.
A difference of philosophy between the client and the agency also led J&J to pull St. Joseph, Pepcid and Mylanta from Saatchi last week.
Johnson & Johnson spokesman Mark Monseau said Deutsch was given the business "due to their strong sense of teamwork, the depth of their capabilities and the ideas they suggested for the business. As for Universal McCann, we saw greater collaboration in speed to market and a stronger center of excellence for media planning and buying."