Alternative marketing thinking


Brand planning moves on

Johnson & Johnson has broken new ground to separate communications planning as a separate media assignment and awarded North American duties on the task to three shops: independent Naked, WPP Group’s JWT and Interpublic Group’s Sandbox, the client has confirmed. While communications planning is gaining favor among U.S. marketers, J&J is believed to be one of the first major domestic firms to hold separate and simultaneous reviews for traditional media planning/buying and communications planning. Traditional media planning is largely tactical and mainly focused on the weight that should be given to individual networks, stations, dayparts and publications. Communications planning is strategic and tries to develop overall marketing plans for brands, taking into consideration all channels, including but not limited to traditional and emerging media, public relations, viral marketing, sports and entertainment marketing and event planning. This change comes just weeks after J&J asked agency networks to reintegrate media planning back into creative agencies.


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