J&J Reviews Global Baby Products Biz

Johnson & Johnson has confirmed that the company is reviewing global creative duties on its line of baby products.

“We regularly review our agency partnerships to ensure that our brands have optimal support,” a J&J representative said.

Sources indicated that the pitch includes both traditional creative duties, now at Interpublic Group’s Lowe, and digital creative duties, at Profero. It is believed that the incumbents have been invited to defend.

J&J also has reached out to other roster agencies, said sources. Total revenue on the business could not be ascertained, but sources estimated Lowe’s portion at $20 million.

Lowe’s tenure on the brand traces back to its 1999 merger with sister shop Ammirati Puris Lintas. APL first landed the business in 1991.

Lowe, which also handles creative duties on J&J feminine care brands such as o.b. and Carefree, declined to comment, and Profero could not be reached.

Global media spending could not be ascertained. In the U.S alone last year, J&J spent more than $15 million in major measured media on baby products, down from nearly $18 million in 2008, according to Nielsen. Those figures don’t include online spending.

Other global J&J roster shops include WPP Group units Ogilvy & Mather and JWT, Omnicom Group units BBDO and DDB and Interpublic units The Martin Agency and McCann Erickson.

This story updates an earlier item with client confirmation and other details.

Publish date: May 5, 2010 https://dev.adweek.com/brand-marketing/jj-reviews-global-baby-products-biz-102259/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT