Omnicom Team Wins J&J Global Baby Biz

Johnson & Johnson has confirmed the selection of an Omnicom Group team led by BBDO to handle global creative duties on Johnson & Johnson’s line of baby products.

BBDO pitched the business in partnership with sister shop Roberts + Langer DDB, and that shop’s chief creative officer, Andy Langer, also will work on the business, a J&J representative confirmed.

Revenue on the account, which includes both traditional and digital duties, is estimated at $20 million.

The winning team succeeds Interpublic Group’s Lowe — which had handled the traditional business since 1991 — and digital shop Profero. Lowe defended in partnership with sister shop The Martin Agency of Richmond, Va.

Sources previously identified the other finalist as WPP Group’s JWT. WPP’s Ogilvy & Mather exited the review last month, after adding U.S. creative duties on several Kimberly-Clark brands, including Huggies, Kotex and Depend.

The finalists emerged in June after J&J executives met with some 10 shops. Those who failed to advance included IPG units McCann Erickson and Draftfcb, Omnicom’s DDB and MDC Partners’ Crispin Porter + Bogusky, according to sources.

J&J launched the review in May.

See also: “J&J Conducts ‘Pre-Review’ – Holds talks with global media roster shops”