Asiya Bakht
May 6, 2010

Johnson & Johnson pitches global creative

GLOBAL - Johnson & Johnson has called a global creative pitch for its baby products account estimated to be worth US$20 million. The development puts long-time incumbent Lowe on high alert.

Johnson & Johnson pitches global creative
The pitch is understood to cover Asia-Pacific, a big market for the FMCG company. Sources suggest that the agencies were informed about the pitch last week.

The pitch will also encompass the digital creative duties for which the incumbent is believed to be Profero.

In Asia, Lowe handles the entire baby products range for J&J and a few adult brands in some parts of the region. The agency's relationship with the company goes back to 1991 when the account was being handled by a sister shop that later merged into it. Other agencies that work with J&J include JWT and DDB. J&J's media business globally is handled by Universal McCann.

Last year in October, Johnson & Johnson initiated a digital pitch for roster across Asia-Pacific, aimed at streamlining its online marketing operations. The brand was believed to be conducting similar processes in Europe and Latin America at that point. However the pitch in Asia failed to take off beyond the briefing stage.

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