Consumer goods giant Johnson & Johnson has put its estimated $3.3 billion media planning and buying account up for review, according to AdAge.
In what's believed to be an attempt to bring multiple responsibilities under one shingle, the company is looking for a single agency that can handle buying and planning - including digital, according to a J&J spokesperson. Sources inside the company say there has been a significant push to devote up to 20 percent of media budgets on non-traditional media. That would follow a shift by consumer-drug manufacturers, which are now focusing on online spending.

J&J is now serviced by multiple vendors, some of which were carried over after it acquired brands from Pfizer. Universal McCann and Initiative, both Interpublic shops, handle a good deal of buying and planning work. J&J is Interpublic's second biggest client. Other work, primarily on the Pfizer brands, is handles by WPP Group's Mindshare.

Last year Johnson & Johnson opted not to participate in the TV upfront process, a sharp sign that it was looking to emerging media to deliver higher ad value and accountability.