J&J to bolster family ties in Olympics sell

<P>SHANGHAI: Ogilvy & Mather is to develop a new marketing platform for Johnson & Johnson in China on the back of the pharma giant's sponsorship of the 2008 Beijing Olympics, a move J&J describes as "a once in a lifetime marketing opportunity for us".</P> <P><BR>The agency won the task following a two-stage pitch held in New York and Shanghai. Four other agencies contested the business: roster partners Lowe and McCann Erickson, as well as JWT and TBWA.</P> <P><BR>J&J initiated the pitch to capitalise on its first-ever sponsorship of the summer Olympic Games, asking agencies to come up with an idea that emotionally connects with families in China, J&J's primary target. </P> <P><BR>This idea will be used as a foundation for all J&J's marketing communications in China, both in the run-up to the 2008 Games and beyond. This is seen as part of a move to secure long-term leverage for J&J's brands in a market where association with the Olympics is currently generating vast amounts of goodwill.</P> <P><BR>"This will be critical for Johnson & Johnson in China," said a senior agency executive who took part in the pitch.</P> <P><BR>The assignment is thought to be the biggest marketing project undertaken by the company globally for years, with a raft of senior J&J executives from the US, Asia and China attending the pitch.</P> <P><BR>Joe McCarthy, J&J's recently appointed global VP of advertising and marketing communications, issued a written statement to Media following news of Ogilvy's win which said: "We were looking for the best and brightest strategic and creative partner in China. We found that in Ogilvy. They were dynamite. Now the fun begins."</P> <P><BR>Ogilvy declined comment on its victory, thought to be its first advertising work for J&J in China. The new marketing platform has the potential to roll out internationally if the creative idea resonates in other markets. </P> <P><BR>However, the main focus is thought to be on China, where J&J wants to use its Olympic sponsorship, a deal believed to have been inked primarily to drive forward business in China, to ramp up its brand appeal, both with families and other audiences such as doctors and the government.</P> <P><BR>J&J's Olympic sponsorship has reportedly cost the company upwards of US$50 million in its initial payment, with millions more required to make the most of the investment. </P> <P><BR>In its latest company report, J&J said that sponsorship of the Beijing Olympics "reaffirms its long-term commitment to China".</P>