Universal McCann holds the bulk of the business in the region, along with MediaCom in India and OMD in China.
"Johnson & Johnson is a sophisticated marketer, so it is looking for an equally sophisticated agency that combines qualitative and quantitative leadership," said Greg Paull, principal of R3, which is handling the Asia-Pacific component of the review.
The process also includes Pfizer Consumer Healthcare's media, after J&J acquired the business last year. Regionally, MindShare holds Pfizer planning duties, while IPG handles buying. Total Asia-Pacific media spend is estimated at US$300 million.