J&J's Global Creative Review Nears Finish

DDB, BBDO, JWT expected to gain business

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Johnson & Johnson is close to concluding its global review of creative responsibilities for its over-the-counter brands and sources expect the bulk of the business to be consolidated at three roster shops: DDB, BBDO and JWT.

Among the brands expected to shift are Band-Aid bandages, Tylenol pain reliever, Carefree tampons, K-Y lubricant and Rembrandt toothpaste. In the U.S. alone last year, those brands collectively spent more than $70 million in media, according to Nielsen. That figure doesn’t include online spending.

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