J&J Hires Hispanic Agencies

NEW YORK Johnson & Johnson has tapped the Vidal Partnership and La Comunidad to handle its U.S. Hispanic business following a review, a company rep has confirmed.

J&J spent $70 million in Hispanic TV and print media through October 2007 and nearly $75 million for domestic TV and print in all of 2006, per Nielsen Monitor-Plus.

Details about specific assignments, and how duties will be divvied up, weren’t disclosed, though sources said the winning shops would be expected to generate a broad creative platform for J&J that goes beyond traditional media.

A Vidal rep declined to comment on the win. La Comunidad did not return calls.

Sources said J&J whittled down a preliminary field of more than 20 agencies to five: La Comunidad, Zubi Advertising and Omnicom’s Alma DDB, all in Miami; Omnicom’s Dieste Harmel & Partners in Dallas; and Vidal in New York.