The company has approached a number of its global roster shops, with a view to holding pitches for the work over the next six months.
The review will incorporate above-the-line advertising, which is currently handled by Lowe, and digital, which is handled by Profero.
Both incumbents have been invited to re-pitch for the business, which is estimated to be worth around £12m.
Last year, Lowe launched a TV campaign in the UK that focused on the brand's 'Touch of magic' position.
Johnson & Johnson works with a variety of global agencies on its advertising roster, including DDB, JWT, Abbott Mead Vickers BBDO, and McCann Erickson.
The company is currently holding a series of pitches to help build a new digital roster across its pharmaceutical, healthcare and consumer brands in Europe and Asia.
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