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J&J Finds New Homes for Five Brands

JWT, Mother and BBDO Pick Up Business Once Handled by McCann

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NEW YORK (Adage.com) -- Johnson & Johnson has confirmed where brands previously held by Interpublic Group of Cos.' McCann Erickson Worldwide have been landed among the marketer's roster agencies.
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As expected, WPP Group's JWT has taken the Reach account and will also service the Band-Aid brand. Omnicom Group's BBDO, which won the Splenda account last week, will also take on below-the-waist brands Monistat and StayFree. The K-Y sexual health brand will land with independent Mother, which currently handles J&J's Rembrant oral-care brand.

J&J's global media review, in which Interpublic's Initiative and Universal McCann, Omnicom's OMD and Aegis Group's Carat all stand to receive some business, is expected to be decided soon.

BBDO and Mother referred calls to the client. JWT did not return calls seeking comment.

J&J pulled the five brands with total 2006 U.S. media spending of $92 million out of McCann Erickson in a roster shakeup stemming from the marketer's acquisition of Pfizer consumer brands late last year.

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