Johnson & Johnson’s Global Media Follows Its U.S. Biz to J3

Client spends more than $2.5 billion on ads

In this year of media account shifts, UM's J3—IPG Mediabrands' dedicated unit for Johnson & Johnson—has now twice scored major assignments from the marketer.

Today, J3 added global media chores for J&J, just a month after the agency picked up the company's domestic business. Both assignments were made following separate reviews.

In a statement, J&J said J3 would handle the company's consumer goods, pharmaceuticals and medical-device segments in Europe, Latin America, the Middle East and Africa, as well as the Asia-Pacific region. "Throughout the review, each of our incumbent agencies demonstrated extraordinary commitment to the process, our people and business," the client said. "With this new partnership, Johnson & Johnson will continue to drive leading media capabilities and we look forward to expanding our partnership with J3 around the world."

J3 already handled some overseas media for J&J in countries including Japan, Indonesia, Malaysia, Italy and Portugal. Now, the shop adds significant business from WPP Group's MEC (mainly in Europe) and Omnicom Group's OMD (in various international markets). All three shops either couldn't immediately be reached or referred questions to the client. 

J&J spends more than $1 billion annually on U.S. ads alone, per Kantar Media, with a global outlay of more than $2.5 billion. In September, J&J shifted its domestic assignment to J3 from OMD, which had picked up that work from J3 just a year earlier.

Familiar J&J brands include Aveeno, Listerine, Neutrogena, Tylenol and Zyrtec, among many others.

This has, of course, been a year of seemingly constant churn on media accounts. Just this week, American Airlines awarded its $60 million media business to MediaCom, while Six Flags tapped Moroch Partners for its $35 million assignment. In other recent developments of note, Mindshare landed U.S. and overseas media for General Mills; Carat picked up North American media and global communications for Mondelez International; and MetLife consolidated its U.S. media with MEC.