The dust has settled, and the biggest global media account of the year has moved. But news that Johnson & Johnson has set itself up with a strategic planning roster in the US must have sent a shockwave through the agency holding companies so great that it is probably still being felt today.
Surely it’s only a matter of time before the stronger strategic comms offerings in other regions start tapping the regional marketing chiefs of J&J on the shoulder and saying: “If it makes sense in the US, why not here?” Could the Omnicom, IPG and Aegis crowd soon find themselves implementing strategies dictated to them by independents?
This may prove to be the case when it comes to the Naked agency brand. They’re on the comms planning roster in the US, so it must make some sense for their other regional agency offices to handle duties too? In Australia, OMD says it will fulfil all the comms strategy needs for its new J&J client. But is this all only a matter of time?
If J&J headquarters buys in to the idea that agencies with a media-buying function can’t deliver the best possible strategic comms offering, then it might well be.
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