Tylenol Planning Account Lands at Deutsch

J&J Brand Spent $135 Million on Media in 2005

By Published on .

NEW YORK (AdAge.com) -- Johnson & Johnson is shifting media-planning duties on its Tylenol brands to Deutsch, according to executives familiar with the matter.
Deutsch's win comes as Johnson & Johnson remakes its marketing organization to integrate the brands it picked when it purchased Pfizer's over-the-counter-drug and personal-care units.
Deutsch's win comes as Johnson & Johnson remakes its marketing organization to integrate the brands it picked when it purchased Pfizer's over-the-counter-drug and personal-care units.

Universal McCann -- which, like Deutsch, is owned by Interpublic Group of Cos. -- had previously handled Tylenol's media-planning duties and retains media buying. The planning move comes without a review.

Also handles creative
Deutsch won creative duties on Tylenol, a unit of J&J's McNeil Consumer and Specialty Pharmaceutical Division, in November, 2003. Publicis Groupe's Saatchi & Saatchi had handled the business for more than 30 years before that and lost the account after a review.

A Deutsch spokeswoman declined to comment. Johnson & Johnson executives could not be reached for comment at press time.

Tylenol spent $135 million on measured media in 2005, according to TNS Media Intelligence.

Integrating Pfizer brands
Deutsch's win comes as Johnson & Johnson remakes its marketing organization to integrate the brands it picked when it purchased Pfizer's over-the-counter-drug and personal-care units. The Pfizer deal closed in late December.

Johnson & Johnson is also believed to be preparing a global review of its $2.5 billion to $3 billion global media account. That review is expected to begin at the end of the first quarter.

~ ~ ~
Jack Neff contributed to this report.
Most Popular