Johnson & Johnson aims to balance entertainment and relevance

This event report outlines how Johnson & Johnson, the healthcare and pharma company, is exploring entertainment marketing.

For Johnson & Johnson, a healthy marketing strategy relies on finding the right balance between relevance and entertainment.

On the one hand, reports Alison Lewis – the New Brunswick, New Jersey-based company's Global CMO – the explosion of digital channels effectively has opened the door for brands to become entertainment stars in their own right.

Alison Lewis, CMO, Johnson & Johnson

"The barriers to entry have been totally eradicated, and there's entertainment coming from everywhere," Lewis told delegates at the 2017 Cannes International Festival of Creativity. "Even brands like [ours] can produce entertainment and be entertainers.

"It might be...

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