DMG beats out Raynet Ogilvy for Xi'an-Janssen Pharmaceuticals

BEIJING - DMG Media has won the consolidated business of Xi'an-Janssen Pharmaceuticals following a lengthy and process-driven pitch against Raynet Ogilvy, which concluded last week.

by Jenny Chan 陳詠欣 | 05/30/2013

'Bum' ad for Titanoreine hemorrhoid cream by DMG in 2009

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.

The two incumbents, DMG Media and Raynet Ogilvy, were invited to pitch for the newly unified business. DMG had been working with XJP for the last eight years holding two-thirds of its business. Raynet Ogilvy was in charge of rebranding duties for the XJP's Motilium brand since June 2010.

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.