The win strengthens OMD's hold on the lucrative J&J business in China, which also includes Shanghai Johnson & Johnson Pharmaceuticals and Johnson & Johnson Vision Care. Ogilvy Advertising will remain in charge of creative duties for the Xian-Janssen brands it won late last year, which include Daktarin, Pevisone and Triatop, in a review which also saw DraftFCB pick up its anti-allergy business.
According to Elaine Ip, OMD China managing director, Xian-Janssen's business strategy is expected to involve a significant portion of TV, supported by other media platforms. Ip noted that total monitored adspend for the three J&J companies was approximately Rmb1.1 billion (US$135 million), making it the agency's largest piece of business in China.
"The buying strategy is a reflection of the business strategy. We're not going to insist on creativity for the sake of it," said Ip.
Ip said the agency was already looking at buying strategy for future campaigns.
