J&J Agency Review: Omnicom Not Getting Everything It Wanted

A short while ago I suggested that Omnicom's media agency, OMD, was perhaps not the favorite in the contest to handle J&J's $3 billion ad buying duties that certain Wall Street analysts thought it might be. Lo and behold,  just before the holiday BWNRX's sister pub, Adweek, broke news that J&J was divvying up creative ad duties for a bunch of its OTC brands -- and Omnicom was only getting a part of the action.

Adweek states:

Omnicom Group's BBDO here picks up Splenda from Alchemy and Monistat and Stayfree from McCann, while WPP Group's JWT here gets Band-Aid and Reach from McCann, a J&J representative confirmed. The sixth brand, K-Y, leaves McCann for Mother here, the rep said.

Just because the creative duties are split doesn't mean the media will be also, of course. OMD could still end up with all the media marbles, as suggested by Bear Sterns. But it won't be because -- as Bear Stearns hinted --  because OMD won a prize at Cannes.

In fact, things are looking a little gloomier for OMD right now. Adweek sez: "In the end, sources expect the business to be divided among at least three agencies. A decision could come as soon as this week."

So work that into your earnings estimates, BS wonks.

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