Ad Age | J&J Taps MDC Partners and Stagwell Shops for Lubriderm

“MDC and Stagwell, both led by Mark Penn, are set to merge in a deal expected to close this quarter.”

Mark PennMDC Partners’ Doner and Stagwell Group

MDC Partners’ Doner and its Stagwell Group sidekick Code and Theory continue making inroads at Johnson & Johnson. Beyond recently winning J&J’s Johnson’s Baby and Aveeno Baby brands, Doner also has won J&J’s Lubriderm adult skincare account, the company confirmed. J&J didn’t confirm Code and Theory’s involvement, but people familiar with the matter did.

MDC and Stagwell, both led by Mark Penn, are set to merge in a deal expected to close this quarter.

Lubriderm hasn’t gotten nearly the marketing attention J&J skincare siblings Neutrogena, Aveeno or even Clean & Clear do, with almost no measured media support the past two years, per Kantar. But that’s likely to change given the new creative assignment.

Doner and Code and Theory joined the J&J roster with their 2019 win of the Listerine, Tylenol and Zyrtec accounts, then won the baby brands earlier this month after quietly picking up Lubriderm in January. Under managing partner Penn, Stagwell grew its reach within big clients like Procter & Gamble Co. after getting a foot in the door. MDC has been doing the same at J&J since Penn became the holding company’s chairman-CEO in 2019.

About the Code and Theory Network

The Code and Theory Network is the only network with a balance of 50% creative and 50% engineers at scale. The technology and creative network within Stagwell Group is built to experience change for businesses that need to navigate the complexity of changing consumer behaviors, emerging technologies and AI. With a global footprint and the capabilities to work across the entire consumer journey, we crave the hardest problems to solve. The network includes the flagship agency Code and Theory as well as Kettle, instrument, Left Field Labs, Mediacurrent, Rhythm and Truelogic. Code and Theory clients include Amazon, Apple, JPMorgan Chase, Mayo Clinic, Microsoft, NFL, Pfizer and Yeti.

In the Spotlight

Johnson
& Johnson
Dive into the transformation of Johnson & Johnson as they shift from a traditional CPG powerhouse to an inclusive digital-first marketer. This collection highlights innovative marketing strategies, enhanced customer experiences, and a commitment to diversity and equity in the health and wellness industry.
Portrait of a person in a white blouse.
Discover the strategic appointment of an industry veteran at Code and Theory, a Stagwell company, to lead its brand practice. This decision reflects a commitment to enhancing branding and customer experience through a blend of creativity and technology, benefiting clients across various sectors.
Johnson's baby powder and shampoo on a bathroom counter.
In 2021, Johnson & Johnson transitioned its U.S. baby brands to Doner in a bid for market recovery. This collection examines the strategic implications of this move, focusing on branding, customer experience, and the creative strategies that underpin this decision. Gain insights into how this shift may influence the brand's identity and ecosystem.
Logo for Kettle on a yellow background.
Discover the partnership between Code and Theory and Kettle as they assist clients in navigating digital transformation. This collection showcases strategies in branding, marketing, and technology, focusing on enhancing customer experiences for major brands like Johnson & Johnson and American Express.
Black and white photo of modern skyscrapers viewed from below.
Discover insights from MediaPost on Code and Theory's approach to mergers and acquisitions and organic expansion for 2020. This collection highlights key themes in customer experience, branding, and technology, providing a comprehensive view of the evolving landscape in marketing and creative technology.
Photo of Tylenol and Listerine products with a glass of water.
In 2019, Johnson & Johnson moved major brands such as Tylenol, Listerine, and Zyrtec to Doner, marking a significant shift in their marketing strategy. This collection examines the implications for branding and customer experience, as well as the role of creative technology in this transition.

Let’s get to work. Start a conversation.

newbiz@codeandtheory.com

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com

Decode

Keep up with the culture, one newsletter at a time. Subscribe to DECODE:

Find Us

One World Trade Center,


69th Floor


New York, NY 10007

More Locations

Careers

See all open positions

Press

press@codeandtheory.com

Follow

© 2026 Code and Theory, LLC. All rights reserved.