The World: New York - J&J kicks off pitch for $35m Splenda business

Johnson & Johnson is understood to have shortlisted the New York offices of four of its roster shops to pitch for the creative assignment on its $35 million Splenda sweetener account.

DDB, BBDO, JWT and Mother are thought to be in contention for the business, which is currently held by the Lowe subsidiary, Alchemy.

The Splenda review is expected to result in Alchemy moving closer to Lowe.

With staffing levels having been cut from 50 to about 20, Alchemy is moving to the Lowe New York office. Once this is complete, it is expected that the Lowe worldwide chief executive, Steve Gatfield will merge the agency with Lowe Healthcare.