POWER PLAY: Although McNeil Consumer & Specialty Pharmaceuticals and Ms. McEvoy control only 29% of Johnson & Johnson's $2 billion in ad spending, the unit made a disproportionately big bang in the marketing world when late last year it moved the $100 million Tylenol account to Deutsch, New York. Saatchi & Saatchi had held the account since the painkiller was introduced in 1976, but when a category leader is under assault, drastic change is in order. The move showed how Ms. McEvoy is willing to think outside the box to reinvigorate Tylenol. McNeil has also sought help from Brainreserve and Deutsch sibling FutureBrand.
DOWNSIDE: As Tylenol strives to "Push Through the Pain" with such innovative tactics as its tie-in with "Survivor" earlier this year, the assault is bound to continue from No. 2 Advil. Tylenol's sales dropped 10.5% last year as Wyeth's Advil climbed 1.9%, according to Information Resources Inc. And DTC marketers, also under pressure, are trying to ease consumers' pain with such brands as Pfizer's arthritis drug Celebrex. Innovative marketing behavior also poses some risks. McNeil last month agreed to pay $52,000 in civil penalties after New York state charged that ads for a Tylenol sweepstakes tied to "Survivor" implied that consumers had to make a purchase to enter.