FMCG gaint Johnson & Johnson is conducting a global review, seeking to consolidate creative for its massive advertising account, which estimated at around us$ 2.6 billion.

In an e-mail statement, a J&J spokeswoman said: “Johnson & Johnson is conducting a global agency review and consolidation to build greater value and deliver innovative and fully integrated solutions for our consumer brands.”

That follows Michael Sneed became J&J’s top marketing officer Jan. 1, consolidating duties overseeing marketing and public relations in his role as VP-global corporate affairs. Kim Kadlec, worldwide VP-marketing, is also expected to play a key role in the global review.

The embattled pharma and consumer products giant has been trimming its marketing spending in the U.S., where a series of recalls and manufacturing issues have had key brands, such as Tylenol and Benadryl, in short supply since 2010.

Assuming it’s just roster shops that have been invited, the goal for the agencies will be not only to hang on to to the business they have, but to absorb brands handled by rival shops. A number of different holding companies have J&J business, including Omnicom Group via DDB and BBDO; Interpublic Group of Cos.’ via Deutsch, Lowe, Martin Agency and R/GA; Publicis Groupe via Razorfish; WPP via JWT and AKQA; and Havas via EuroRSCG.

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