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.
Johnson & 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.