Johnson & Johnson’s Media Search Excludes the U.S.

Joins packaged goods pals on the review circuit

Add Johnson & Johnson to the packaged goods players reviewing their media planning and buying.

J&J's search covers overseas markets and does not include North America or Brazil. Media spending in the markets in play totals about $1.6 billion annually.

Currently, the business is split regionally between agencies owned by Interpublic Group and Omnicom Group.

In Europe, Africa, the Middle East and some Asian countries, for example, Interpublic's UM plans and buys media for J&J's portfolio of brands, which include its namesake baby products. But in the Asia-Pacific region and Latin America, Omnicom's OMD is the primary media shop.

Johnson & Johnson's last big media review began in 2012 and concluded in 2013.

It was not clear if the company would consider non-roster agencies in its search or how long it will take. A company representative confirmed the search across its consumer, pharmaceutical and media device brands and that it will exclude North America, but declined to answer specific questions about the process.

Other packaged goods marketers reviewing their media business include Unilever, which is conducting a global search, and Procter & Gamble, whose contest is in the U.S. In the big picture, they're among some 20 marketers that have launched media searches this year. Collectively, they spend a whopping $16.7 billion in media annually.