DDB, which also handles J&J's Clean 'n' Clear skincare product in Indonesia, was due to meet the healthcare giant to plot a 2005 strategy for Shower to Shower as Media went to press, though DDB Indonesia MD Brian Estes envisaged achieving standout in a densely-packed marketplace as a key task.
"It's very competitive," he said. "Cosmetic facial care is a very cluttered market, with a lot of local and international brands. The category is spending more and more each year and the challenge is to stand out from that clutter."
Shower to Shower's main competitors include She, Purcelle, Eskulin and Belia.
DDB has stewarded Clean-'n' Clear in Indonesia for the past three years, customising regional and global executions based on local insights.
"We've seen good results from our work for Clean 'n' Clear over the past 18 months," Estes said.
"We hope to do the same for Shower to Shower.
J&J's Baby range, the largest asset in its portfolio, is handled by Lowe.
J&J consolidates deal with DDB in Indonesia
Johnson & Johnson has consolidated its relationship with DDB Indonesia, handing the agency the second largest brand in its portfolio, Shower to Shower, without a pitch. The brand was previously held by McCann Erickson. Media duties remain with Initiative.