JWT bags Reach and Band-Aid

By AdNews | 27 July 2007

SYDNEY: JWT has finally confirmed its appointment to Johnson & Johnson’s Reach and Band-Aid brands, one month after a global realignment saw McCann Erickson Sydney lose the J&J account.

JWT established a relationship with Johnson & Johnson late last year after the personal care giant's $16.6 billion acquisition of Pfizer Consumer Healthcare, of which the agency holds several accounts.

JWT retained its list of Pfizer brands - Listerine, Purell, Visine and Diflucan - after the J&J takeover.

As a result of the relationship, it has picked up Reach and Band-Aid, two brands previously held by McCann Erickson Sydney for 21 years.

Phillip Wohlsen, franchise director at J&J, described the appointment as a “natural extension” of the relationship the two companies share.

“The two brands have a tradition of long-standing, strong campaign ideas and JWT has a history of building these kinds of campaigns,” Wohlsen said.

As a result of the appointment, all of J&J’s major oral care products will be under one roof.

Peter Bosilkovski, group account director at JWT, said the stable of brands will provide the agency with stronger consumer understandings and “synergistic” communications planning for its oral care business.

“This gives us the opportunity to harness our deep understanding of the healthcare consumer and make a real impact on the two globally identified iconic brands,” Bosilkovski said.

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