Johnson & Johnson global media review puts OMD locally on alert over $25m account

Screen Shot 2015-05-27 at 11.37.09 amMajor consumer brand company Johnson & Johnson has confirmed a global media review for its $2.6bn advertising budget.

Mumbrella understands that Australia is one of the markets impacted, with local incumbent OMD on alert over the major media account.

In a statement the company said: “Johnson & Johnson is conducting a global agency review across the company’s consumer, pharmaceutical and medical-device businesses and brands.

“Our goal is to ensure we have the best media capability in strategy, planning and buying against evolved business strategies and marketing frameworks for Johnson & Johnson’s business sectors and brands around the world.”

Nielsen estimates that the FMCG brand had an Australian media spend of $25m in the 12 months to April.

When contacted OMD declined to comment.

The global review, which excludes North America, comes a year after Johnson & Johnson moved its $1bn US media buying to Omnicom’s OMD from Interpublic’s J3, a dedicated division of UM.

The pitch is one of a raft of global pitches to be called in recent weeks which will impact the local market.

Last week Mumbrella revealed that 21st Century Fox (held by ZenithOptimedia) was pitching globally, with cosmetics owner Coty (HM Communication Group) and Sony (multiple agencies Mediacom, UM, OMD), are all also reviewing their media, while a local pitch is tipped for Johnson & Johnson rival Unilever (Mindshare) by the end the year. 

Nic Christensen


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