Diversity policies aren’t just about doing the right thing or responding to last year’s civil unrest but also are having solid market impact for Johnson & Johnson, the company’s global president of self care told the Association of National Advertisers Masters of Marketing Conference Oct. 6.
Manoj Raghunandan recounted how he participated last year in a protest, lying face down for eight minutes and 47 seconds following the death of George Floyd. Last year also was a catalyst for J&J to convene all of its top agencies and digital platforms Google, Facebook and Amazon to make commitments around diversity, equity and inclusion. That included creating more multicultural content and measuring the results, he said. Those results from more diverse agency and production teams making ads with more diverse casts have been significant. Raghunandan pointed to Tylenol, buoyed by “Care Without Limits” ads from Doner showing how pain affects everyone.