Lowe’s Langer to Join Roberts & Tarlow

NEW YORK Andy Langer, a worldwide vice chairman and global creative director on Lowe’s Johnson & Johnson business, has accepted an offer to become chief creative officer at Roberts & Tarlow here, another J&J roster shop, the agency confirmed.

Interpublic Group’s Lowe in New York handles corporate image duties on J&J, as well as ads for baby products. Omnicom Group’s Roberts & Tarlow, a subsidiary of DDB, handles U.S. creative duties on Neutrogena, which DDB handles overseas.

In the U.S. alone last year, major media spending on Neutrogena totaled nearly $165 million, according to Nielsen Monitor-Plus. In the same period, corporate image spending was around $25 million and baby products’ spending roughly $15 million, per Nielsen. J&J, however, is a global client of Lowe’s and the shop also handles business overseas.

Langer’s post at Roberts & Tarlow is new. “He’ll function as my partner,” said Stone Roberts, president and CEO of the shop. As such, Langer will not only oversee the creative department but also help generate new business.

Langer resigned from Lowe on Monday, after roughly 30 years at the agency and a predecessor shop, The Marschalk Co. He assumed the global creative director’s role in 1999—following Lowe’s merger with Ammirati Puris Lintas—and led the development of J&J’s “Having a baby changes everything” campaign. That corporate image effort began in 2002 and evolved last year to feature actors from Time Warner-owned television shows and a writer published by Warner Books.

“I’m not running from something; I’m going to something,” said Langer. Still, he added, it’s hard to leave Lowe after so many years. “It really is because I’ve been loyal through a lot of things and I feel for the company and I feel for the people,” he said.

Lowe intends to fill the cd post and will consider outside candidates, said worldwide chairman Tony Wright. Wright said he was “disappointed” by Langer’s exit, but added, “We really do wish him well.”

Roberts & Tarlow’s other clients include 3M Scotchgard, Contours Express and Lactalis USA’s President cheeses. This week, the shop also landed creative duties on Hunter Douglas blinds and shades, Roberts said. Billings are estimated at $5 million, and total agency billings are about $175 million.