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Women to Watch 06

Ghost busted

Published on .

The magazine campaign for Johnson & Johnson's Adult Extra Strength Tylenol, created by del Rivero Messianu DDB (see Pages S-13 and S-14), was pulled from the competition before the awards show but after the magazine portion of the Special Report went to press when a check by Advertising Age revealed the campaign had not run.

Agency Chief Creative Officer Luis Miguel Messianu says of these "ghost ads": "We developed these initiatives, submitted them to the client and lost track of it." He says Tylenol Hispanic advertising is handled in a joint venture called Bienestar between his agency and Nelson Communications, a Publicis Groupe healthcare shop, and that a third agency handles media planning and buying. "It was an honest mistake," Mr. Messianu says.

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