Johnson & Johnson shifts media, data & digital to Publicis Groupe

Mumbrella can reveal that Johnson & Johnson Consumer Health ANZ has appointed Publicis Groupe ANZ as its channel integration agency.

This marks a brief end to the brand’s experiment with DDB Group as its full service agency, which handled the creative, alongside media planning and strategy, with an integrated buying solution from Omnicom Media Group agency, OMD. Johnson & Johnson confirmed that the creative account will remain with DDB.

The account will be serviced by team members from agencies including Spark Foundry, Digitas, Saatchi & Saatchi Wellness and Arc.

The integrated accounts will be effective from the end of January, the brand told Mumbrella.

The account was only recently consolidated at Omnicom in March last year, with DDB Group being appointed to handle media planning and strategy for the first time in a decade.

A spokesperson from Johnson & Johnson told Mumbrella: “Johnson & Johnson Consumer Health Australia and New Zealand has appointed Publicis Groupe ANZ as its channel integration agency, encompassing media, CX, data and digital, healthcare and shopper marketing.”

Johnson & Johnson Consumer Health includes brands Neutrogena, Aveeno, Johnson’s Baby, Aveeno Baby, Carefree, Codral, Nicorette and Listerine.

The move comes shortly after Omnicom won the integrated solution in March 2020, with Johnson & Johnson returning its media account to Omnicom after a five year hiatus, in the has of IPG Mediabrands agency UM.

The account was won by UM in 2015, moving away from OMD, in the midst of what was at the time termed “Mediapalooza”.

When approached, both DDB and OMD declined to comment.

During 18 months within Omnicom, the account was serviced by a bespoke team that drew its talent from across the Omnicom Australia and New Zealand network, sitting within the DDB Group.

This marks a strong end to the year for Publicis Groupe, after Zenith Media last week won Subway’s media account. Spark Foundry also won Toyota’s media account earlier this year, ending the brand’s 20 year relationship with The Media Store. Toyota shifted both its creative and media across to Publicis as part of the realignment.

This article was updated after publishing.


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