Kenvue has chosen WPP and Publicis Groupe as its new global agency partners following a competitive review that began earlier in the fall, the company confirmed to ADWEEK.
WPP has emerged the winner on creative, leading creative and production for all brands except Neutrogena.
Publicis, meanwhile, will oversee media, commerce, healthcare, and technology support for all Kenvue brands, as well as creative and production for Neutrogena. Publicis already handles Kenvue’s media business across Asia-Pacific.
The pitch spanned Kenvue’s portfolio of household brands globally, including Tylenol, Listerine, and Neutrogena, which spent an estimated $1.35 million on media globally last year, per COMvergence.
A Kenvue spokesperson described the new agency selections as an effort to “boldly grow our brands.”
“This powerful combination gives Kenvue the strongest blend of enduring creativity and modern precision to elevate brand building,” the spokesperson said.
The decision comes at a pivotal moment for Kenvue and its largest brand, Tylenol, which experienced a year marked by both expansion and crisis.
In 2025, Tylenol faced intense scrutiny following public claims by the Trump administration linking acetaminophen use during pregnancy to autism—claims widely disputed by medical experts. Kenvue adopted a restrained, science-led communications strategy while defending the brand amid legal challenges.
Despite the controversy, analysts noted that Tylenol sales normalized quickly, underscoring the brand’s deep consumer trust.
The review also aligns with broader leadership changes at Kenvue.
In October 2025, the company appointed Jon Halvorson to a newly created role combining marketing oversight with digital commerce strategy. Halvorson joined from Mondelēz International as Kenvue works to build modern brands across its portfolio following its spin-off from Johnson & Johnson.
