Doner takes J&J’s Lubriderm account with partner Code and Theory

Originally published in Ad Age by Brian Bonilla

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.