Johnson & Johnson refocuses ad firm relationships

Johnson & Johnson has announced that it is refocusing its relationships with advertising agencies WPP and Omnicom as the firm looks to make cost savings across its operations.

Rather than cutting ties with the agencies, Johnson & Johnson is instead striving to create a more integrated yet flexible way of working with external companies, according to chief marketing officer Alison Lewis.

Speaking to the Wall Street Journal, she explained that the rise of digital communications have been a key influence in the brand recognising that a relationship refocus was necessary.

"When we were just television and print and maybe PR, we could live in a world of more siloed creative, because the brand person could tie that together," Ms Lewis stated.

However, with advertising encompassing more channels than ever before, partnerships between brands and their agencies need to evolve, and it is likely that more will be required to adopt an integrated approach in the near future, signalling a new working trend.

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