J&J Looks to Globalize Agency Teams to Match Its New Structure
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A year after Johnson & Johnson brought Coca-Cola veteran Alison Lewis in as the first chief marketing officer of its consumer business, things are going well, with sales and share beating rivals from the over-the-counter drug business to skincare. Now, hoping to maintain momentum, she’s opening a whole can of Coke-style globalization on the historically fragmented company and its agencies.
The plan aims to implement a new integrated marketing communications process similar to those of such rivals as Kimberly-Clark Corp. and aimed at creating media-neutral ideas that travel around the world. It’s not about cutting marketing staff or production budgets, or even centralizing marketing decisions at the company’s New Brunswick, N.J., headquarters, Ms. Lewis said in an interview.
“The whole idea is that structure follows strategy,” Ms. Lewis said, but agencies are often left out of that process when companies reorganize. “Our agencies have been local, local, local,” she said. “With our megabrands, as we move to one idea, we’re moving to more of a global-to-region model.”
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