Tylenol Looks To Ease Its Pain

Tylenol is still the top brand-name pain reliever in the U.S., but its lead is shrinking. That was the catalyst—and likely will be the strategic challenge for agencies—that led the company to launch its first creative review in more than two decades last week, sources said.

Publicis Groupe’s Saatchi & Saatchi in New York has handled the $115 million account, owned by Johnson & Johnson’s McNeil Consumer & Specialty Pharmaceuticals division in Fort Washington, Pa., since 1975.