J&J splits $321m media business between GroupM and UM
29 October 2012
Global health and skincare giant Johnson & Johnson (J&J) has split its estimated $321m EMEA media planning and buying business between IPG-owned Universal McCann and WPP’s GroupM.
The account will be handled by UM and a specially-created independent GroupM unit called Primus, which is backed by MEC. Carat was the incumbent on the business, having held the account since 2007.
According to Media Week, Primus will be responsible for brand activity across the UK, France, Germany, Russia, as well as Central and Eastern Europe, and UM will handle the business across Spain, Italy, Portugal, Pakistan, the Balkans, the Middle East and North Africa.
Both agencies will begin work for J&J in January 2013.
“The outcome of the comprehensive review is that we are consolidating our media planning and buying agencies for our consumer businesses and brands in EMEA from four to two,” said J&J in a statement to Media Week. “We will work closely with our agency partners over the next few months to ensure our brands have optimal support during the transition period.”
J&J put the media account out for review in June this year. Incumbent agency Carat, as well as OMD, UM and GroupM’s Team J&J pitched for the business. In July, J&J also put its estimated $2.6bn global creative business out for pitch.
Jenni Baker, London