Advertising Age reported Kenvue—the corporation behind Tylenol—launched a global creative and media review.
Gee, the White holding company that inevitably wins the account should thank President Donald J. Trump.
Tylenol marketer Kenvue launches global creative and media review
By Jack Neff
Tylenol marketer Kenvue is launching a comprehensive global creative and media agency review, Ad Age has learned, amid growing pressure on the company.
The review includes media, brand and production, according to a statement. Brand work encompasses creative, influencer, healthcare professional communications, shopper and commerce.
The goal of the request for proposal is “to allow us to simplify how we work, enhance executional excellence, and better align our partners to support our global growth agenda,” according to a statement from the company.
Kenvue spent $1.6 billion globally on advertising last year, according to its most recent annual filing, up from $1.3 billion in 2023.
Kenvue has been under pressure of late due to the Trump administration declaring that Tylenol, one of its flagship brands, is a potential cause of autism. However, motivations for the review go well beyond Tylenol for the company, which also markets such high-profile brands as Listerine, Neutrogena, Aveeno, Band-Aid, Motrin and Johnson’s Baby.
Kenvue’s revenue declined 4% in the second quarter, and its stock price is down nearly 30% over the past year.
Amid disappointing results, CEO Thibaut Mongon stepped down in July, replaced on an interim basis by board member Kirk Perry, a veteran of Procter & Gamble Co. and Google who most recently was CEO of Circana before retiring from that post last year.
In an email to Kenvue employees obtained by Ad Age, Kenvue Chief Growth Officer Charmaine England said: “We are evaluating every opportunity to reduce complexity, improve execution and accelerate growth.”
In a statement, Kenvue said: “We have initiated an integrated Global Agency review to advance our modern marketing playbook that positions our iconic brands to win in a data-driven, digitally enabled world. This initiative is designed to confirm we have the right partners in place to grow our iconic brands.”
Kenvue’s agency roster includes Interpublic Group of Cos. and Publicis Groupe on media globally, plus Interpublic’s FCB and Deutsch, Omnicom’s BBDO and Stagwell’s Doner.
The company, formed as a spin-off of consumer brands from Johnson & Johnson in 2023, had already been active in looking at agency assignments on England’s watch. She joined Kenvue from J&J.
Last year, Kenvue streamlined its production roster by naming Omnicom to run its global content factory after adding FCB and BBDO to its creative roster. Kenvue also launched a global influencer agency review last year. The new review will revisit some of those areas and go well beyond, touching nearly every aspect of the company’s marketing communications.
Contributing: Garett Sloane
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