Kenvue has selected WPP and Publicis Groupe as its new global agency partners following a competitive review that began earlier this fall. The decision has marked a major reshuffle of agency responsibilities across Kenvue’s global portfolio of household brands.
The review has covered Kenvue’s brands worldwide, including Tylenol, Listerine and Neutrogena, which have collectively spent an estimated $1.35 billion on media globally in 2025, as per media reports. The pitch process has taken place against a backdrop of strategic and reputational challenges for the company, particularly around its largest brand, Tylenol.
Under the new arrangement, WPP has emerged as the lead creative partner and has taken charge of creative and production duties for all Kenvue brands except Neutrogena, spanning all channels globally. Publicis Groupe, meanwhile, has been entrusted with media, commerce, healthcare and technology support for all Kenvue brands, in addition to handling creative and production for Neutrogena. Publicis has already managed Kenvue’s media business across the Asia-Pacific region.
Prior to the review, Kenvue has split its global advertising business between Omnicom’s BBDO and Interpublic Group’s FCB and UM following its spin-off from Johnson & Johnson in 2023. Omnicom’s acquisition of Interpublic Group, which has closed in November, has brought the business back under a single holding company, positioning Omnicom as the main incumbent ahead of the review outcome.
The agency decision has come at a pivotal moment for Kenvue, particularly for Tylenol, which has faced heightened scrutiny in 2025 after public claims by the Trump administration linking acetaminophen use during pregnancy to autism—claims that have been widely disputed by medical experts. Kenvue has adopted a restrained, science-led communications approach during the controversy, while analysts have observed that Tylenol sales have normalized quickly, reflecting sustained consumer trust. The review has also aligned with broader leadership changes, including the appointment of Jon Halvorson in October 2025 to a newly created role combining marketing oversight with digital commerce strategy as the company has continued to build modern brands post its Johnson & Johnson spin-off.
A Kenvue spokesperson has said the new agency selections have been aimed at accelerating brand growth. “This powerful combination gives Kenvue the strongest blend of enduring creativity and modern precision to elevate brand building,” the spokesperson said.
