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NEW YORK Johnson & Johnson has tapped Vidal Partnership and La Comunidad to handle its U.S. Hispanic business following a review, a company representative has confirmed.
J&J spent $70 million in Hispanic TV and print 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.
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