J&J wraps up pitch, appointing One Green Bean as content agency

Johnson & Johnson Consumer Health has settled up its previously reported creative pitch, with One Green Bean appointed as its content agency, Mumbrella can reveal. This wraps a busy six months for J&J, handing almost everything else to Publicis in December. 

The remit for the appointment includes all of its skin, health, and hair brands. DDB Group was the incumbent on the creative account previously, however that relationship formally ended earlier this year.

The brand confirmed to Mumbrella: “Johnson & Johnson Consumer Health Australia & New Zealand has appointed One Green Bean as its Content agency for Skin Health & Hair. One Green Bean will start transitioning to work on the business.”

As part of One Green Bean’s appointment, this means Johnson & Johnson does not have a traditional ‘creative’ agency locally, with creative work expected to also include global work, adapted at a local level. One Green declined to comment at this stage.

Mumbrella understands the remit for the appointment also placed focus on One Green Bean also handling social and community management.

Johnson & Johnson’s ANZ senior marketing director, Tami Cunningham has also had her role expanded in the meantime, Mumbrella can report. Cunningham’s LinkedIn also lists a new role of head of strategic support across the APAC region, as of last month. Cunningham joined the business in December 2019, joining from Blackmores Group, where she was CMO.

Cunningham has had her role expanded, while also opting against going all-in with Publicis

DDB’s departure in early 2022 marked the definitive ending of J&J’s relationship with Omnicom, previously running its media, digital and creative out of a bespoke united ‘Josephine’, made up of DDB Group and OMD talent.

Publicis was previously tipped as a hot favourite for the account, with the French group spruiking its ‘Power of One’ model of recent, while being appointed as J&J’s channel integration agency in December, as reported by Mumbrella.

The Publicis unit is made up of talent across its agencies including Spark Foundry, Digitas, Saatchi & Saatchi Wellness and Arc, and came into effect in January. Publicis currently handles integrated offerings for other clients including Westpac and Toyota, while it hopes to add Coles to that list, set to present its proposal at the retailing giant’s bespoke pitch, set to commence next week, Mumbrella understands.

According to Publicis, the ‘Power of One’ model, whilst itself comprised only of Publicis agencies, can also foster collaboration between any external agencies on a given client’s roster, in the case that a client seeks services outside the Publicis offering, by enabling external agencies to ‘plug in’ to the Publicis model.

The J&J account was consolidated at Omnicom in March last year, after the media offering departed Omnicom in December, DDB was initially tipped to carry on as the creative house.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.