J&J reviews global ad planning and buying

Los Angeles: Johnson & Johnson, one of the largest US advertising buyers, has decided to review its global media planning and buying, the health care products company said.

The company said it expects to complete the review and have partners in place in time to support 2008 planning.

The media agency review at J&J, which sells products ranging from sugar substitute Splenda to prescription arthritis drug Remicade, does not include the creative side of its advertising, said company spokes-man Mark Monseau.

"The recent acquisition of Pfizer Consumer Healthcare has created an opportunity to reevaluate our media agency relationships and enhance the ability of our brands to effectively communicate and leverage investment across the rapidly changing and increasingly diverse media landscape," he said.

Promotion

The company declined to say how much it spends on average annually on advertising and promotion.

The deal with Pfizer gave New Jersey-based J&J such brands as Listerine mouthwash and the Sudafed allergy drug.

J&J said all of its current media partners - Universal McCann/Initiative, OMD and Mindshare -would participate in the review.