The World: New York - BBDO wins $35m J&J sugar substitute account

BBDO has won the contest for Johnson & Johnson's $35 million Splenda sugar-substitute brand. The assignment is expected to be a precursor for further business from the healthcare giant.

The agency was awarded the account following a pitch that involved DDB, JWT, Mother and Alchemy. Lowe, the incumbent shop, did not take part.

The win puts BBDO in a strong position to take on more of the J&J brands that are up for grabs from Alchemy and McCann Erickson. The brands include KY and Monistat.

Last month, J&J pulled five brands, with a combined budget of $92 million, out of McCann as part of a roster shake-up following its acquisition of Pfizer's consumer brands last year.