Xi’an-Janssen Pharmaceuticals (XJP), founded in 1985 as Johnson & Johnson’s first enterprise in mainland China, decided to combine its accounts under one agency.
Under the consolidated structure, DMG Media will provide integrated marketing services for all of J&J’s six OTC brands in China: Motilium, Titanoreine, Gyno-Daktarin, Daktarin, Pevisone, Triatop. It will handle brand strategy and campaign execution on both traditional and digital platforms.
In addition to DMG's creative strengths, one other factor the client reputedly took into account was its practice of using entertainment to approach campaigns, that is, its filmmaker's perspective on long-form storytelling.
The agency aims to be a creator of a branded content that consumers pay to see versus the traditional pay-to-place advertising model. DMG Entertainment, a unit of DMG Media, managed the Chinese co-production process with Walt Disney for the recent Iron Man 3 movie.
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