Johnson & Johnson Puts Rembrandt in Play

NEW YORK Johnson & Johnson, which last month acquired the Rembrandt brand of oral-care products from Gillette Co., will be holding credentials meetings later this month with at least three agencies about handling its $10-15 million creative account, sources said.

Executives at the Skillman, N.J., client have reached out to Omnicom Group’s DDB and Interpublic Group’s Deutsch and McCann Erickson, all New York roster shops, sources said, but some unidentified non-roster agencies were also contacted.

IPG’s Universal McCann handles J&J’s media duties.

The meetings will take place at the agencies.

J&J’s acquisition of the Rembrandt brand, which includes whitening toothpaste, whitening strips and mouth rinses, closed on Dec. 21. Terms were undisclosed.

Omnicom’s BBDO, the lead agency on Gillette products, has handled advertising for Rembrandt, but is not under consideration for a credentials meeting, sources said.

The agencies referred calls to the client, where representatives were not immediately available for comment.

Procter & Gamble acquired Gillette in October.