Johnson & Johnson on Digital: How a billion-dollar marketer faces the future

Geoffrey Precourt
Warc

Johnson & Johnson (J&J) spends more than $1 billion a year on brand-related marketing-services. So how does it decide where to spend its money? According to Kim Kadlec, Worldwide VP/Chief Media Officer in the company's global marketing group, J&J marketing is now the product of a very deliberate, collaborative process.

Kim Kadlec
Photo credit: Doug Goodman

"Advertising is not about television or Facebook." Kadlec emphasized in a keynote address to the Interactive Advertising Bureau's (IAB) third-annual Innovation Days conference in New York. "It's a process that begins much earlier in the brand-development process… It's about what we're trying to accomplish with our brands."