Magazine article ADWEEK

Creative Commodities: Chasing Big Biz like Chevy, J&J, Shops Grin and Bear Efficiency-Based Reviews

Magazine article ADWEEK

Creative Commodities: Chasing Big Biz like Chevy, J&J, Shops Grin and Bear Efficiency-Based Reviews

Article excerpt

Maybe it's a sign of the times. Like the global Chevrolet creative review before it, the outcome of Johnson & Johnson's ongoing global creative review won't hinge on creative or strategic ideas.

Rather, the main criteria are efficiencies, price and resources, according to participants. In other words, the single biggest differentiator among agencies--the ideas they conjure to build brands--won't drive the decision.

No wonder shops feel like commodities these days.

Still, these are mega-marketers. J&J's global marketing spend exceeded $2.5 billion last year, and Chevrolet's annual global outlay is around $900 million. Given big budgets like that, roster shops eagerly line up, even as some bemoan the criteria.

J&J executives are "trying to get the best pricing and efficiency. It's a very competitive situation," said a top exec at a J&J agency. "I don't want to be in this position. But you have to say, 'OK, how do I make the best of it?'"

Numbers-focused reviews are "happening more often," added a leader at another J&J agency. "I think part of that is the recession. And with the recession, procurement departments have gotten more power."

Indeed, J&J's procurement executives are working closely with marketing leaders on the review, according to Kim Kadlec, worldwide vp of the company's global marketing group.

"Procurement is always a critical business partner in initiatives such as this," Kadlec explained in an email reply to questions from Adweek. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.