Done with Creative Review, J&J Turns Sights to Global Media Review

Will Look at Media in North America After Wrapping EMEA Media Review

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Johnson & Johnson has concluded its global creative agency review and is preparing to launch a global media review in markets not already in review, including North America, company executives said today.

As Ad Age reported earlier this week, the creative review, which doesn't include digital, has consolidated several assignments with Omnicom Group and DDB shops. Assignments that were earlier at Interpublic shops and independent Mother are now shifting to Omnicom Group's DDB and BBDO and WPP Group's JWT, the marketer's executives confirmed today during the ANA annual confab in Orlando.

Interpublic retained its media business with J&J in the U.S. and other markets, but Kim Kadlec, worldwide VP-global marketing group, said in an interview that the company is within weeks of completing its media review for the Europe, Middle East and Africa region and is likely to soon thereafter launch a review for its other three global regions, including North America, on "parallel tracks." Universal McCann handles much of J&J's North American media business.

The creative agency consolidation was driven by operational efficiency, a need to create more integrated solutions for brands and a desire for simplification; it was "not driven by costs," said Michael Sneed, VP-global corporate affairs.

JWT picks up Tylenol, now handled by IPG's Martin Agency and set for a likely relaunch in late 2013 or early 2014 as manufacturing comes back on line. The WPP shop also picks up Bengay from independent Mother .

Feminine-care brands now handled by BBDO, Mother and Lowe , in parts of the world, including Carefree, Stayfree and O.B., will be consolidated with DDB, whose Roberts & Langer unit will pick up the K-Y and Rembrandt oral-care brands now handled by Mother . BBDO also picks up Band-Aid and Neosporin from JWT.

"We're not moving brands due to any disappointment in the results," Mr. Sneed said, singling out JWT for doing a "great job on those brands. But we really want to be able to focus JWT."

Shops removed from the roster, will have the opportunity to pick up additional J&J work in the future on new assignments, Mr. Sneed said.

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