J&J Confirms Brand Shuffle

NEW YORK Johnson & Johnson today confirmed the new agencies for six brands that are leaving Interpublic Group shops McCann Erickson and Alchemy.

Collectively, the brands—Splenda, Band-Aid, Reach, Monistat, Stayfree and K-Y—spent about $135 million in major measured media last year, according to TNS Media Intelligence.

Three other J&J roster shops are dividing the business, as expected [Adweek, June 25]. Omnicom Group’s BBDO here picks up Splenda from Alchemy and Monistat and Stayfree from McCann, while WPP Group’s JWT here gets Band-Aid and Reach from McCann, a J&J representative confirmed. The sixth brand, K-Y, leaves McCann for Mother here, the rep said.

McCann and Alchemy, a unit of Lowe, handled the brands at their respective New York offices. Three other brands that are expected to leave Alchemy—Pepcid, Cortaid and Mylanta, which collectively spent about $70 million in media last year—are likely to land at JWT as well, sources said. The rep could not immediately confirm those shifts.

News of the creative reassignments comes as J&J’s $3 billion-plus global media review draws to a close.

Contenders for that business include roster shops Universal McCann, Initiative and OMD and non-roster shop Carat. Carat is part of Aegis Group, OMD is a member of Omnicom Group, and UM and Initiative are units of IPG. In the end, sources expect the business to be divided among at least three agencies. A decision could come as soon as this week.