DDB Village Raises J&J Brands Worldwide
They say that it takes a village to raise a child and that couldn’t be more true than running a global business at DDB. At least that’s been my experience running the global Johnson & Johnson business. With the size, scale and complexity of an account like J&J, there are many moving parts and teaming well and often is the key to holding it together.
Our relationship with J&J dates back to 1986 and has grown from a couple of brands in the US to 19 brands in over 45 countries. In that process, it has grown to be the third largest global business at DDB. And we are fortunate to have hundreds of phenomenally talented people touching the business every day in ever corner of the world. In a decentralized organization such as J&J, much of our success can be attributed to having the best and brightest working on the ground.
All of J&J’s global brands have strong equities that are consistent – no matter what part of the world they are in. That promise is carried through everything we do in every market. Campaigns don’t needs to look exactly the same but it is important that the footprint remain the same. Many markets are in different stages of development and how that promise is carried through will differ depending on the market’s stage of development.
Our robust global structure helps to ensure that all our markets are seamlessly working together. With key operational leads who run individual regions as well as global brand leads providing depth on our key brands, we ensure that ideas, training and best in class disciplines are available to each and every market. It’s the closest thing to a dynamic knowledge management system.