Omnicom Media Group wins Johnson & Johnson US $1 Billion U.S. media buying account

What: Johnson & Johnson shifted its US $1 billion-plus U.S. media buying account holding from Interpublic's J3 to OMD, to be effective immediately.
Why it matters: This means a major win for Omnicom Media Group, specially after the failed merger with Publicis group last month.The media-buying account includes all the J&J U.S. businesses.

JJOMD-USA_profile_logoJohnson & Johnson has shifted its US $1 billion-plus U.S. media buying account holding from Interpublic's J3, a J&J-dedicated unit of UM, to OMD. The shift is effective immediately. Still, J3 will continue to handle media planning, which is the largest piece of the media business concerning revenue. The media-buying account includes all the J&J U.S. businesses.

The decision was made less than 19 months after J&J last reviewed its U.S. media business and less than two months since Kim Kadlec, who had been point person on that review, left her position as worldwide VP-global marketing of J&J to become head of relationship marketing at AOL. But the change doesn’t have anything to do with Ms. Kadlec´s departure, according to a J&J spokeman. Actually, her position at the company hasn’t yet been filled. Michael Sneed, Ms. Kadlec's boss at J&J, will continue in his role as VP-global corporate affairs overseeing marketing and communications throughout J&J.

Apparently, this move comes after former Coca-Cola executive Alison Lewis´ hiring as the first chief marketing officer of J&J's consumer business, which is by far the biggest media spender in the company.

The move reflects that Publicis Groupe-Omnicom merger break-up earlier this month, has not affected OMD, at least when it comes to J&J.

"Our marketing leaders who have responsibility for what the marketing plan looks like across the enterprise made the decision based on the suite of offerings of each agency. We're taking a look at everything we're doing and trying to figure out the best mix," a J&J spokeman said.

"Interpublic remains a highly valued partner to Johnson & Johnson around the world and will continue to play an important role for us in the U.S. and globally,” interpublic, the holding company behind J3 and UM, said in a statement.

"J3 is proud to continue to provide the most strategic services to J&J including strategy, planning, content development and activation," said a UM spokeswoman.

Interpublic is said to have lost much of its creative work with J&J in recent years, including accounts such as Tylenol in 2010 and some brands .However, it will remain on the creative roster with Acuvue, and digital shop R/GA has several J&J assignments.

Source: Adage


Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.