Consumer healthcare company Kenvue, owner of brands like Neutrogena, Aveeno and Nicorette, has picked two agency network partners following a global review process.
WPP will handle creative and production for all brands apart from Neutrogena, and Publicis will lead media, commerce, healthcare professional and technology support. Publicis will also handle creative and production for Neutrogena.
A spokesperson for Kenvue said: “As a result of a rigorous review process, Kenvue has made the decision to partner with WPP and Publicis to boldly grow our brands.
“WPP will lead creative and production for all brands apart from Neutrogena. Publicis will lead media, commerce, healthcare professional and technology support as well as creative and production for the Neutrogena brand.
“This powerful combination gives Kenvue the strongest blend of enduring creativity and modern precision to elevate brand building.
“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.”
The process came to light in October with a Kenvue spokesperson stating the review aimed to “reduce complexity, improve execution and accelerate growth”.
Kenvue’s advertising spend worldwide, including TV, radio, print media and digital advertising, was $1.6 billion in 2024, up on $1.35 billion in 2023.
Kenvue has previously worked across agencies and networks including Omnicom and IPG, which are now undergoing a sizable shake-up following the former’s acquisition of the latter, as well as Publicis and Stagwell's Doner. In 2024 Kenvue added FCB and BBDO to its global agency roster. FCB has since been folded into AMV BBDO.
IPG's UM London has worked with Kenvue on Nicorette campaigns like the 'We got you' platform. UM planned Nicorette’s media around moments and locations that people were likely to lapse in their attempts to quit smoking. This included beermats with QR codes allowing people to shop for Nicorette on Getir and targeted ads at petrol stations. The work won a gong at the Campaign Media Awards winners 2025 in the Healthcare category. Kenvue was spun off from healthcare conglomerate Johnson & Johnson in 2023.
Prior to Kenvue launching its global review, Bayer’s consumer healthcare division, which owns the likes of Aspirin, Claritin and Canesten, picked IPG as its global agency partner for all creative, media and production.
