Kenvue divides global ad business after $1.6B budget surge

Kenvue splits $1.6B ad account between Omnicom and IPG in major shake-up

Kenvue, the healthcare brand spun off from Johnson & Johnson in 2023, has split its global advertising business between two major agency groups. The decision follows a competitive pitch, with Omnicom and IPG securing key roles in managing the company’s growing ad spend. Last year, Kenvue’s marketing budget rose to $1.6 billion, up from $1.35 billion in 2023.

Kenvue’s advertising account was divided after a high-profile review. BBDO, part of Omnicom, retained a portion of the business, while FCB and UM—both under IPG—also won significant assignments. The move comes as Omnicom recently acquired IPG, making the outcome a setback for Omnicom’s holding group, which lost out on a larger share of the account.

The company’s German branch, Kenvue Germany GmbH, is based in Neuss. While the global account went to Omnicom and IPG, the German division will collaborate with agencies from WPP and Publicis, though specific partners have not yet been publicly named. Kenvue’s decision follows a broader trend in healthcare advertising. Earlier this year, Bayer, another major player in the sector, appointed IPG as its worldwide agency for creative, media, and production services. The shift highlights IPG’s growing influence in the pharmaceutical and consumer health markets. Kenvue’s brand portfolio was originally developed under Johnson & Johnson before the spin-off in 2023. Since then, the company has rapidly expanded its marketing investments, reflecting its push to establish a stronger independent presence in the market.

The split of Kenvue’s advertising business marks a significant realignment in the healthcare marketing sector. Omnicom retains a role but loses ground compared to IPG, which gains a stronger foothold. With Kenvue’s ad spend rising, the decision will shape how its brands are promoted globally in the coming years.