Lubriderm to Roberts & Tarlow

NEW YORK Johnson & Johnson is shifting creative duties on its Lubriderm brand of skincare lotion to Roberts & Tarlow from BBDO, the client has confirmed.

Major media spending on Lubriderm exceeded $20 million last year, according to Nielsen Monitor-Plus. That figure does not include online spending.

The shift between J&J roster shops came without a review, said sources. Roberts & Tarlow, a unit of Omnicom Group’s DDB, also handles U.S. creative on J&J’s Neutrogena, which DDB handles overseas. The shift was designed to align J&J’s beauty and skin care brands within a single network, said a client representative.

Lubriderm was a Pfizer Consumer Healthcare brand when BBDO landed it in 2003. Once J&J acquired Pfizer Consumer Healthcare at the end of 2006, Lubriderm became part of J&J’s portfolio.

Omnicom’s BBDO, which referred calls to the client, continues to handle several other J&J brands, including Splenda, Stayfree, Monistat and Rogaine. Roberts & Tarlow could not be reached.