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MindShare Opts Out of Johnson & Johnson Media Review

Had Handled Some Brands of $3 Billion Account

By Published on .

NEW YORK (AdAge.com) -- MindShare, the global media network that handles Johnson & Johnson's brands such as Listerine, has opted out of the New Jersey-based drug-and-consumer products company's $3 billion media review.
J&J formally announced it is reviewing its global media shops earlier this month.
J&J formally announced it is reviewing its global media shops earlier this month. Credit: AP

MindShare management decided against participating in the review because of prior commitments to current clients or involvement with other new-business pitches that make it "full to capacity," a spokesman for the media agency said.

MindShare became part of Johnson & Johnson's lineup of media agencies when it purchased the consumer portfolio of drug maker Pfizer. Listerine, which MindShare handles, is the only global brand in the group.

Months of speculation
J&J earlier this month formally announced it is reviewing its global media partners, although speculation that it intended to do so has circulated for months. Jones Lundin Beals, Chicago, is handling the competition in conjunction with consultancy partners in London and in Beijing. Request for proposals have been sent to numerous agencies, according to executives familiar with the review.

David Beals, president of Jones Lundin, referred calls to J&J, which did not return calls for comment.
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