J&J Taps JWT for World Cup Project

Assignment spans 3 years

JWT has won a plum project from global giant Johnson & Johnson after a roster shop shootout.

The WPP Group shop will create ads around J&J’s global sponsorship of the FIFA World Cup 2014 in Brazil. The project will last three years, with annual revenue estimated at more than $10 million.

Other J&J agencies that competed for the business included TBWA, Ogilvy & Mather, DDB, and Mother, according to an internal memo from JWT worldwide CEO Bob Jeffrey. More than 60 staffers from four countries—Brazil, Argentina, the U.S., and the U.K.—contributed ideas and resources to the winning pitch.

The account will be managed at JWT’s office in Sao Paolo, Brazil, with creative contributions from New York, London, and Bueno Aires, Argentina. (FIFA World Cup 2014 inked J&J as its healthcare sponsor in July. It was the eighth—and last—global sponsorship that FIFA sold for the tournament.) The agency’s first ads are expected next year.