J&J confirms Ogilvy Olympics win

Johnson & Johnson has handed its Beijing Olympics task to Ogilvy & Mather, which will help the pharma giant develop a long-lasting positioning in China on the back of the 2008 Games. <br><br> Ogilvy won the business after a five-way shootout held in New York and, most recently, in Shanghai last Sunday, attended by senior J&J executives from the US, China and Asia. <br><br> Ogilvy declined comment on the win which has the potential to roll out internationally if the creative idea resonates in other markets. However, the main focus is thought to be on China where J&J wants to use its Olympic sponsorship to strengthen bonds with consumers. J&J is thought to have requested a through-the-line solution to the brief that would also embrace other key stakeholders such as doctors. <br><br> In a written statement Joe McCarthy, J&J's recently appointed global VP of advertising and marketing communications who attended the pitch, described the 2008 Games as " a once in a lifetime marketing opportunity for us". He added: "We were looking for the best and brightest strategic and creative partner in China. We found that in Ogilvy." <br><br> Four other agencies contested the business: roster partners Lowe and McCann Erickson as well as JWT and TBWA (Media, March 24).