Johnson & Johnson is asking all agencies competing for its $3 billion global media buying and planning account to create a special division to handle the communications planning--or
consumer-research--duties. Those divisions, which are now housed inside the media-buying firms, would work more closely with J&J's various creative agencies.
J&J joins a growing list of
marketers who are calling for more collaboration between the people who do the consumer research and the people who actually create the ads.
P&G last month shifted all its ad and marketing
duties for its Oral B brand to a newly created team at Publicis Groupe that will work solely on the brand. The French ad-holding company is putting together a team of experts culled from different
Publicis-owned ad and marketing companies to work on the business under one leader.
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