Johnson & Johnson, the healthcare behemoth, has appointed Aegis-owned Carat to handle it European media account after a protracted £1.5bn global review, ditching IPG’s Initiative.
However, IPG’s Universal McCann retained the North American business while OMD and Universal McCann have been appointed to handle Asia.
Earlier this year, WPP Group’s MindShare, which handles rival Unilever’s personal care business in Western Europe, pulled out of the pitch.
The appointments are part of a global restructure after J&J’s acquisition of the Pfizer’s over-the-counter business last year. Naked has been appointed to handle some of its media duties.
Johnson & Johnson’s brands include Listerine, Johnson’s Baby Oil and Neutrogena shampoo.