Tylenol Moves Creative to Martin Agency

The Martin Agency has landed creative duties on Johnson & Johnson’s Tylenol after a review, ending Deutsch’s six-plus years on the brand, sources said.

Tylenol’s major media spending totaled $145 million last year, according to Nielsen. That figure does not include online spending.

The New York office of Interpublic’s Deutsch defended and Omnicom Group’s TBWA\Chiat\Day in New York was another contender, though one source said the final selection was between Martin and Deutsch.

Deutsch did not immediately return calls and Martin referred queries to Johnson & Johnson, where reps could not immediately be reached.

The assignment also includes media planning duties and media planning and creative duties on Motrin, which Deutsch added last year. Motrin’s major media spending totaled just $2 million last year, per Nielsen.

Deutsch won creative duties on Tylenol in November 2003 after a review and succeeded Publicis Groupe’s Saatchi & Saatchi in New York, which had handled the business since 1975.

Media buying duties were not in play and remain at IPG’s Universal McCann in New York.

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