Taxi Picks Up J&J’s Motrin

NEW YORK Independent boutique Taxi has added Johnson & Johnson’s Motrin business, according to sources.

The assignment, which includes Children’s Motrin, is backed by approximately $18 million in annual media spending.

Taxi here picks up the work from crosstown incumbent Alchemy; the former made a presentation of credentials to J&J, but there was no review, per sources. Alchemy is a unit of Interpublic Group’s Lowe, and the shift comes one month after Alchemy lost four other J&J brands: Cortaid, Mylanta, Pepcid and Splenda.

A J&J representative declined comment.

Motrin work represents Taxi’s second notable roster addition of late. One week ago, the shop added the estimated $25-30 million account of New York Life following a review.

“What they’re [clients in general] interested in is our ability to develop a big idea, and our ability without bias to execute and ideate around that across the board,” said John Berg, Taxi president, though he declined to confirm that the office had added Motrin.

J&J last month made several changes in its global agency roster, handing communications planning to independent Naked, WPP Group’s JWT and IPG’s Sandbox.