O&M clears path for JWT Johnson & Johnson pitch

Ogilvy & Mather is set to pull out of the global Johnson & Johnson (J&J) baby products creative review after a global realignment of Kimberly-Clark's advertising arrangements resulted in O&M taking over conflict business from JWT.

Johnson and Johnson: path cleared for JWT pitch
Johnson and Johnson: path cleared for JWT pitch

Ogilvy will now take control of the Huggies disposable nappies brand from JWT, leaving JWT without Kimberly-Clark products in the baby and childcare sector of the FMCG client's business.

This leaves a clear path for JWT to pitch for the J&J business, which includes its own Baby Care division including iconic brands such as Johnson’s Baby Lotion and Johnson's Baby Wipes.

In May, J&J kicked off a review of the global advertising arrangements for its range of baby products.

The company approached a number of its global roster shops, with a view to holding pitches for the work over the next six months.

The review will incorporate above-the-line advertising, which is currently handled by Lowe, and digital, which is handled by Profero.

In a statement, Kimberly-Clark said: "Kimberly-Clark Corporation today announced it is realigning creative agency assignments within WPP Group agency roster shops in order to receive single agency support globally by sector.

"Effective immediately, Ogilvy & Mather will be responsible for K-C's baby and child care and adult and feminine care brands globally, and JWT will be responsible for the company's family care brands globally."

Tony Palmer, Kimberly-Clark chief marketing officer, said: "This move is made to better position Kimberly-Clark to capture global growth and efficiency opportunities while eliminating potential conflict barriers."

J&J works with a variety of global agencies on its advertising roster, including DDB, JWT, Abbott Mead Vickers BBDO, and McCann Erickson.

The global alignment by brand category is not thought to affect Kimberly-Clark’s retained global media agency Mindshare.

JWT referred all calls to the client and Ogilvy & Mather was not available for comment. Johnson & Johnson was also not available for comment.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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