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Martin Agency Snags Creative and Planning Duties for Tylenol, Motrin

Incumbent Deutsch Retains J&J Baby Business

By Published on .

NEW YORK (AdAge.com) -- The Martin Agency has won creative, media planning and digital duties for Johnson & Johnson's Tylenol and Motrin brands, according to an agency spokeswoman.

Finalists in the review were Interpublic Group of Cos. sibling and incumbent Deutsch, as well as Omnicom's TBWA/Chiat/Day. Deutsch is part of Lowe Worldwide, which still has Johnson & Johnson Baby.

Deutsch referred calls to the client; J&J did not respond to a request for comment.

The decision is a serious blow to Deutsch, which has been Tylenol's creative agency of record since 2003, and leaves the agency's remaining J&J Baby business in a precarious position. As for Interpublic, it's a relief that this chunk of business from J&J, a top-five client for the holding company, has stayed in the family.

The move comes as the fifth-largest advertiser reorganizes and evaluates several brand assignments. According to Ad Age's DataCenter, J&J spent more than $2.5 billion in the U.S. last year, with with $170 million going to Tylenol.

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