J&J AWARDS DEUTSCH $100M TYLENOL, $20M ST. JOSEPH
Alchemy Gets $48M Pepcid and $16M Mylanta
SAATCHI TO LOSE $85 MILLION MORE IN J&J WORK
Accounts Include Pepcid, Mylanta and St. Joseph Aspirin
SAATCHI & SAATCHI LOSES TYLENOL ACCOUNT AFTER 28 YEARS
$110 Million Review Down to Three Other Agencies
Creative and media planning on the five brands -- Tylenol, St. Joseph's Aspirin, Pepcid, Mylanta and Mylicon -- was previously at Publicis Groupe's Saatchi & Saatchi, New York. J&J dropped Saatchi from its roster of shops two weeks ago.
Universal McCann, part of the Interpublic Group of Cos., has had broadcast buying duties on Tylenol, St. Joseph's Aspirin, Pepcid, Mylanta and Mylicon since 1998. Omnicom Group's OMD will continue to handle print buying on all five products.
A spokeswoman for McNeil said Universal McCann's global media director, Peggy Kelly, will oversee all media on the brands. In addition to the new business, Universal McCann will continue to handle media planning and broadcast buying for J&J brands Band Aid, AccuVue, StayFree, Monistat, and Reach. McCann-Erickson Worldwide is the creative agency on those accounts.
McNeil announced last week it had awarded the $100 million Tylenol creative account to Interpublic's Deutsch, New York, following a two-month review. During the review process the marketer not only removed Saatchi from the Tylenol business after 28 years, but it also stripped the agency of its other four brands for a total of $185 million in losses.
J&J/McNeil gave the $20 million St. Joseph's Aspirin business to Deutsch. The creative accounts for Pepcid and Mylanta, two adult heartburn medications, and Mylicon, which is for infant gas relief, went to Interpublic's Alchemy, New York. Measured media on those three brands total $65 million in spending, according to TNS Media Intelligence/CMR.