J&J's choice of ad partner latest shake up to industry

11/29/2005 | Adweek

Johnson & Johnson's move to seek creative input from Time Warner's in-house media agency on its "Having a baby changes everything" campaign by Interpublic Group's Lowe is the latest example of an outside entity challenging the purview of the traditional ad agency. "I don't think Madison Avenue should feel threatened," said Brian Perkins, J&J's VP for corporate affairs. "The threat is if agencies don't look at the model and explore new forms of connection and collaboration."

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