28: Ashley McEvoy, VP-marketing, McNeil Consumer & Specialty Pharmaceuticals Johnson & Johnson; Ad budget: $581 million.(Special Report: Power Players)(Vice President)(Brief Article)

Advertising Age, October, 2004

AGENCY ROSTER INCLUDES: Interpublic's Alchemy and Deutsch, both New York. Publicis' Conill, New York.

POWER PLAY: Although McNeil Consumer & Specialty Pharmaceuticals and Ms. McEvoy control only 29% of Johnson & Johnson's $2 billion in ad spending, the unit made a disproportionately big bang in the marketing world when late last year it moved the $100 million Tylenol account to Deutsch, New York. Saatchi & Saatchi had held the account since the painkiller was introduced in 1976, but when a category leader is under assault, drastic change is in order. The move showed how Ms. McEvoy is willing to think outside the box to reinvigorate Tylenol. McNeil has also sought help from Brainreserve and Deutsch sibling FutureBrand.

DOWNSIDE: As Tylenol strives to...

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