The Week: Initiative loses £215m Johnson & Johnson media to Carat

IPG's Initiative has lost the £215 million Johnson & Johnson media business in Europe to Aegis' Carat, following a global review of the healthcare brand's $3 billion (£1.48 billion) account.

Carat takes the media account in Europe, the Middle East and Africa; Universal McCann retains North America and expands its role; OMD is appointed to Latin America; and OMD and Universal McCann share the account across Asia. Naked will share the communications planning account in North America with IPG's Sandbox.

The business, which is worth £37 million in the UK, includes advertising for brands including Johnson's Baby Lotion, Neutrogena and Roc.

J&J has split its communications planning and media planning and buying accounts as a result of the review, and now aims to place communications planning at "the centre" of its strategy.

J&J called the review in March to structure and consolidate its global media and brand communications after it bought the Pfizer healthcare business in October 2006 for $16.6 billion.