J&J Consolidates Global Media With J3, a Dedicated Shop Within IPG's UM

Marketer Reported $2.6 Billion in Ad Spending in its 2014 Annual Report

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Johnson & Johnson's brands include Neutrogena, Aveeno, Listerine and Tylenol.
Johnson & Johnson's brands include Neutrogena, Aveeno, Listerine and Tylenol. Credit: Raysonho via Wikimedia

Johnson & Johnson has selected J3 as its media agency around the world, the company said Friday morning.

The pharma and packaged-goods giant selected the shop after a quick review across all of its consumer, pharmaceutical and medical-device businesses and brands. Among the shops competing were WPP's MEC, Omnicom's OMD and J3, the dedicated J&J group that Interpublic Group of Companies created within UM.

J3 previously handled some of the international work, while OMD supported parts of the business in Latin America and Asia, and MEC supported parts of Europe.

"After a comprehensive media review across our Consumer, Pharmaceutical and Medical Device businesses, J3 has been selected as our media partner for each of our regions, including Asia Pacific, Latin America (excluding Brazil), Europe, Middle East and Africa," Johnson & Johnson said in a statement. "When we began the review in June, our goal was to select the best agency for each region. Throughout the course of our separate regional reviews, J3 consistently demonstrated the ability to fully meet our Consumer and Customer needs as we drive superior growth and performance for our businesses and brands. Throughout the review, each of our incumbent agencies demonstrated extraordinary commitment to the process, our people and business. With this new partnership, Johnson & Johnson will continue to drive leading media capabilities and we look forward to expanding our partnership with J3 around the world."

When the review began, the company said the North American market would not be included. Months later, the company moved its $1 billion U.S. business from OMD back to J3. OMD had won the business from J3 only a year earlier.

J&J reported $2.6 billion in advertising spending in its 2014 annual report. The company spent $1.09 billion on measured media in the U.S. in 2014, according to the Ad Age DataCenter. Among its top-spending brands were Neutrogena ($251.1 million), Aveeno ($124.5 million), Xarelto ($113.1 million), Zyrtec ($93.8 million), Listerine ($79.2 million) and Tylenol ($68.3 million).

-- Contributing: Jack Neff

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