Search »

Johnson & Johnson Puts Account in Review

As expected, consumer goods giant Johnson & Johnson has put its estimated $3.3 billion media planning and buying account up for review.

In what’s believed to be an attempt to bring multiple responsibilities under one shingle, the company is looking for a single agency that can handle buying and planning - including digital, according to a J&J spokesperson, AdAge writes (via MarketingVox). Sources inside the company say there has been a significant push to devote up to 20 percent of media budgets on non-traditional media. That would follow a shift by consumer-drug manufacturers, which are now focusing on online spending.

J&J is now serviced by multiple vendors, some of which were carried over after it acquired brands from Pfizer. Universal McCann and Initiative, both Interpublic shops, handle a good deal of buying and planning work. J&J is Interpublic’s second biggest client. Other work, primarily on the Pfizer brands, is handles by WPP Group’s Mindshare.

This is the second year that Johnson & Johnson has opted not to participate in the TV upfront process, a sharp sign that it was looking to emerging media to deliver higher ad value and accountability.