Kenvue has named Omnicom to run the marketer’s Global Content Factory, a consolidated commercial and content production operation that will handle work on the consumer packaged goods marketer’s ads and most other content, following a review.

The move follows Kenvue earlier this year awarding creative work to Interpublic Group’s FCB and Omnicom’s BBDO while continuing work with incumbent Doner, part of Stagwell Group. Kenvue Chief Growth Officer Charmaine England declined to comment on other participants in the review.

Kenvue is the marketer of such brands as Tylenol, Neutrogena and Listerine, formed last year as a spinoff of Johnson & Johnson’s former consumer health and personal care businesses. England became chief growth officer on Jan. 1.

Historically in the industry, commercial and content production has usually been handled by creative agencies on an ad hoc, project basis, often with each project bid separately and with marketers often pushing to have the costs passed along and billed without markups. It’s a complicated system that can slow work down, and England is hoping to improve both speed and economic efficiency by consolidating work with Omnicom.

“It’s part of our overall plan to build brilliant marketing capabilities,” England said, as the company looks to increase its brand marketing spending by 20%, or by an additional $400 million, this year.

“Part of it is making sure we get brilliant creative, but then actually spend on media production in the most efficient way and do it the best with a Content Factory,” she said.

Omnicom will build a bespoke production team for Kenvue with a hub in New York and other outposts globally, she said.

“I was really impressed with the team they brought to the table, the experience and also that they had really exciting tech in AI,” England said. “They’ve got a great innovation lab. It made us really confident that they could help us continue to drive for the best marketing capabilities in the globe.”

The scope of work may include helping in production of some creator or influencer content too, England said, though creators may continue to use their own facilities in many cases.

Commercial and content production has become a growing issue across the industry as the amount and pace of production, particularly of video, increases. That has made the traditional industry practice of seeking triple bids on each individual process increasingly untenable for bigger marketers, some of which have brought more production in house.

Kenvue’s solution appears similar to what General Motors recently announced as part of its agency restructuring, which includes having S4 Capital’s Monks agency handle production across brands.

“Kenvue is leading the pack with an ambitious vision for modern content production, perfectly aligned with our Omnicom Production model,” said Sergio Lopez, CEO of Omnicom Productions, in a statement. “We are very excited about this partnership through which we will bring to the table our unique award-winning team, scaled studio capabilities, data insights and technology in service of brand growth; creating channel and audience specific content that drives attention and elicits emotion.”