BBDO Snares $35 Million Splenda Biz

Omnicom Shop Triumphs in Review

By Published on .

NEW YORK (AdAge.com) -- Amidst the behind-scenes Johnson & Johnson creative account shuffle of late last week, BBDO has landed Splenda as expected, according to people familiar with the account.
Now that Splenda has been moved to BBDO, other brands including Monistat are still up for grabs.
Now that Splenda has been moved to BBDO, other brands including Monistat are still up for grabs.

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.

Prime position
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.
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