Johnson & Johnson launches US creative reviews for Neutrogena and Aveeno

Neutrogena spent $121 million on U.S.-measured media in 2022, a decrease from the $191 million spent in 2021, according to Vivvix, including paid social data from Pathmatics. Aveeno spent $39 million in U.S. measured media last year, per Vivvix, significantly lower than the $85 million spent in 2021.

The J&J consumer business already eliminated WPP’s Wunderman Thompson from key creative accounts following reviews in recent years, including one in 2019 that sent the Tylenol, Listerine and Zyrtec assignments to Stagwell Group’s  Doner Partners Network, with help from sibling Code & Theory. Doner also picked up the Johnson & Johnson’s Baby and Aveeno Baby assignments in 2021.

While DDB has remained agency of record on Neutrogena and Aveeno in recent years, some of the brand’s more interesting digital and social work has been handled by other shops, such as a TikTok reality show handled by Movers & Shakers and an in-house video series from Neutrogena Studios. TV ads currently running for Neutrogena date back to 2020 and 2021, according to iSpot.tv. Aveeno is currently running one newer TV spot that broke in February.