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MAY 2007

J&J Joins Critics of Agency Structure†

Consumer Researchers And Creative Teams Shouldn't Be Separate

Wall Street Journal, May 11, 2007 — Johnson & Johnson has joined a growing list of marketers who are dissatisfied with the way advertising firms are structured, and it is calling for more collaboration between the people who do the consumer research and the people who actually create the ads. J&J's comment comes a month after Procter & Gamble, the U.S.'s largest advertiser by spending, offered a similar critique. Typically, the communications planning and creative functions are run by separate companies, which marketers say often gets in the way of sharing consumer insights and finding the best way to reach the public.

Category: Marketing Strategy
Tags: Johnson & Johnson, Advertising

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