Deutsch Wins Tylenol Account

NEW YORK Deutsch has landed creative duties on the $115 million Tylenol account, besting fellow Interpublic Group finalists Hill, Holliday, Connors, Cosmopulos and The Martin Agency, the client confirmed on Wednesday.

IPG’s Universal McCann will handle media planning and buying for the brand, the client said.

Deutsch and Universal, both in New York, will also work on the St. Joseph brand, which shifted without a review, the client said.

Deutsch succeeds Publicis Groupe’s Saatchi & Saatchi in New York, which had handled Tylenol creative since 1975.

Separately, Pepcid AC, Mylicon and Mylanta are being moved by the client from Saatchi to roster shop Alchemy, also an IPG unit. U.S. ad spending for those brands was about $65 million last year, per TNS Media Intelligence/CMR.

“We selected Deutsch due to their strong sense of teamwork and their specific ideas for our business,” said Marc Monseau, a representative for Johnson & Johnson, which owns McNeil Consumer & Specialty Pharmaceuticals, marketer of Tylenol and other brands.

“Our decision on Universal McCann to manage media reflects a desire for greater collaboration, speed to market and a stronger center of excellence for media planning and buying within a dedicated Universal McCann team. There will be close interaction between Deutsch and Universal McCann,” he said.