J&J revamps its agency lineup

Johnson & Johnson of New Brunswick, n.j. has realigned advertising assignments with its core global agencies, leaving Young & Rubicam out in the cold.Jeffrey Leebaw, spokesperson for Johnson & Johnson U.S., says the changes are worldwide.Young & Rubicam of Montreal is...

Johnson & Johnson of New Brunswick, n.j. has realigned advertising assignments with its core global agencies, leaving Young & Rubicam out in the cold.

Jeffrey Leebaw, spokesperson for Johnson & Johnson U.S., says the changes are worldwide.

Young & Rubicam of Montreal is losing nearly $5 million in business as it turns j&j’s baby products, Carefree, BandAid, Shower to Shower and Sure & Natural brands over to other agencies.

Two years ago, baby products moved to Interpublic Group agency Lintas in the u.s. while remaining with y&r in Canada.

Leebaw says all baby brands will now be with Lintas Worldwide.

At press-time, Canadian agencies involved in the realignment were still unsure of their assignments but, according to Leebaw, MacLaren:Lintas, Toronto will take over baby brands, suncare products and Carefree panty shields.

MacLaren:Lintas also handles some business for McNeil Consumer Products, which is part of the j&j group.

McCann-Erickson, another Interpublic unit, remains as Canadian a-o-r and will add the assignment for BandAid brand, which accounts for about $750,000 annually, to its list.

Saatchi & Saatchi, which handles Tylenol brand for McNeil, has been assigned Sure & Natural feminine napkins, estimated to be worth more than $2.5 million.

The new kid on the block is DDB Needham Worldwide, which will take over the Shower to Shower line.

DDB Needham U.S., which last month resigned the US$17 million Bristol-Myers Squibb account, was also assigned responsibility for Clean & Clear products.

In Canada, Clean & Clear is a Revlon brand handled by Revlon Canada agency Foster Advertising. PS