Image source: Kenvue
Kenvue has overhauled its global agency structure, appointing WPP and Publicis Groupe as its lead partners following a competitive review. The move signals a strategic reset in how the consumer health company will manage creativity, media and technology as it accelerates growth following its separation from Johnson & Johnson.
The review covered media, brand and production services, spanning creative, influencer marketing, healthcare professional communications, shopper marketing and commerce. Kenvue said that WPP will oversee creative and production for all brands except Neutrogena, while Publicis Groupe will handle media, influencer and commerce activity, healthcare professional communications and technology, as well as creative and production duties for Neutrogena. Publicis already handles Kenvue’s media business across Asia-Pacific.
“This powerful combination gives Kenvue the strongest blend of enduring creativity and modern precision to elevate brand building,“ Kenvue stated. ”We are very grateful for the tremendous partnership of Mediasense who supported the review and deeply appreciative of all the exceptionally talented teams who participated in the pitch.”
Following its spin-off from Johnson & Johnson in 2023, Kenvue divided its global advertising business between Omnicom’s BBDO and IPG’s FCB and UM. Omnicom’s acquisition of Interpublic Group, completed in November, effectively brought the account back under one roof, positioning Omnicom as the incumbent ahead of the review. A Kenvue spokesperson said the latest agency appointments are intended to “boldly grow our brands.”
The timing of the overhaul is notable as Kenvue continues to establish itself as an independent company following its 2023 spin-off from Johnson & Johnson. The group is now seeking closer alignment between creativity, media and technology, particularly across its largest brands, including Tylenol, which has navigated a year marked by both expansion efforts and operational complexity.
With WPP and Publicis Groupe now in place, Kenvue appears to be backing a model that blends creative scale with data-led precision, while maintaining focus across its broad and diverse brand portfolio.
