Deutsch Adds More J&J

NEW YORK Johnson & Johnson is shifting media planning duties on its Tylenol brand from media shop Universal McCann to full-service agency Deutsch, which handles Tylenol creative, sources said.

Both shops are units of Interpublic Group. UM handles most of the J&J media in the U.S., and retains buying chores for the Tylenol brand.

Also under consideration is a planning shift for two other smaller J&J brands that Deutsch handles creatively: St. Joseph’s aspirin and the Imodium line of over-the-counter diarrhea medicines.

J&J’s decision to shift the Tylenol planning assignment was made without a review, per sources. J&J declined to comment, as did the agencies. But sources said Deutsch, which handles the creative Tylenol account, “has been politicking for 18 months” to get the planning assignment” for the creative J&J brands it handles.

There is no word on any other planned planning shifts at this time, although agency sources close to the client are bracing for a possible $2.5 billion global media review in the first half of the year.

J&J spends about $135 million annually on ads for the Tylenol brand, per TNS Media Intelligence.

For J&J, it’s the second recent adjustment it has made on media chores without a review. When it completed its acquisition of Pfizer Consumer Health Care late last year, it took media chores away from Aegis Group’s Carat and split them between UM and Omnicom’s OMD in the U.S.

Pfizer’s annual spending on ads is about $400 million, per Nielsen Monitor

UM was given global buying duties for Pfizer Consumer Health Care, a client representative confirmed at the time, while planning on J&J and Pfizer brands in markets other than the U.S. remains with IPG’s Initiative and WPP’s MindShare.