J&J Uses Time Warner Ideas

NEW YORK In an unusual move, Johnson & Johnson solicited ideas for new executions in its ongoing “Having a baby changes everything” campaign from at least three media conglomerates whose properties woud be running the ads. Time Warner’s initial concepts were used in three commercials.

Viacom and NBC Universal also submitted ideas for the effort, Time Warner said.

J&J’s lead agency, New York-based Lowe, a unit of Interpublic Group, executed the spots.

The work will run heavily on The WB, CNN, TNT, Turner and AOL, and print versions will appear in Time, People and other titles.