Johnson & Johnson took an interesting approach to their latest "Having a baby changes everything" campaign and Web site, Baby.com. They staged a "bake-off" in which three media companies were asked to create television spots. Time Warner won, beating out Viacom and NBC Universal. In the new spots, celebrities talk about how having a baby changed there lives. While this is a unique approach to creating ads, Johnson & Johnson assures that this is just another way of working with the changing "media landscape." The company's agency, Lowe Worldwide, was involved with the process of asking the media companies for their ideas.
