"We were able to leverage on our experience, not just from working on consumer goods, but also from Johnson & Johnson's overall brand understanding and our knowledge and experience of working with previous medical clients such as Wyeth and Novartis,” commented Gary Chi, executive VP of McCann Erickson Group Taiwan.
The McCann team is currently working on an integrated campaign to drum up brand awareness for a new product, which will launch at the end of the year. The campaign will include TV, print, trade and digital executions. Johnson & Johnson has previously not engaged in a significant amount of above-the-line-advertising for its medical business.
“We convinced the client to change their marketing strategy, as most communications in the medical category typically focus on the patients. We suggested the client shift their marketing focus to the medical experts and care givers to demonstrate how the products address their needs,” Chi said.
As agency-of-record, McCann Erickson Taiwan also holds the creative accounts for a wide range of Johnson & Johnson products, including Johnson Baby Oil, Body Care, Carefree, Acuvue, OB Tampons, KY gel and Savlon shower gel.
Meanwhile, a smaller media pitch involving 4A agencies for Johnson & Johnson's medical business kicked-off in August in Taiwan, the result of which is expected imminently.
DDB Taiwan is also a roster agency for Johnson & Johnson and works on consumer goods brands including Neutrogena and Clean & Clear.
