The $35 million sugar-substitute account was the one brand officially put up for review. J&J's roster agencies -- Omnicom Group's DDB, WPP Group's JWT and independent Mother -- all took part. Alchemy, a unit of Interpublic Group of Cos.' Lowe, was the incumbent, but did not participate in the pitch.
A BBDO spokesman referred calls to the client. The marketer and the contenders in the review all declined to comment.
This win places BBDO in position to take on more of the brands up from grabs from Interpublic's McCann Erickson Worldwide and Alchemy, including below-the-waist products KY and Monistat.
J&J last week pulled five brands with total 2006 U.S. media spending of $92 million out of McCann Erickson Worldwide in a roster shakeup stemming from the marketer's acquisition of Pfizer consumer brands late last year.