Following a global review of some of its largest brands, multinational consumer goods company Reckitt Benckiser has added three advertising agencies to its creative roster in the shape of Wieden + Kennedy, Droga5 and McCann Erickson. W+K will handle the creative account for Finish dishwashing products, Droga5 picked up creative for Air Wick air fresheners and Clearasil skin care, and McCann Erickson will take care of Mucinex medicines and Delsym cough medicine. Whilst the global media spending has not been made available, it is estimated that in the US last year alone, the brands spent more than $100 million collectively in media.
Reckitt Benckiser have added three advertising agencies to its creative roster in the shape of Wieden + Kennedy, Droga5 and McCann Erickson
The majority of the brands were previously managed by Havas Worldwide, who remain onboard as the creative shop for more than a dozen other Reckitt Benckiser brands. All of the creative for Mucinex and Delsym however, had until now been handled in-house. Prior to going into the review, the company said they were only looking to review their three core brands; Air Wick, Clearasil and Finish, but they saw an opportunity to shift some of their lesser known brands.
Heather Allen, executive vice president of global category development at Reckitt, says that “Creativity is at the heart” of the company's growth strategy, and they are confident they have found “The right partners” to grow their brands. She is “Delighted that Droga5, Widen + Kennedy and McCann” will be partnering with them, and says that the “Quality of the strategic and creative thinking” they saw throughout the review process was superb. The process in question was managed by Agency Assessments International, and was launched last December.
Havas Worldwide are “Deeply honoured to still act as a key agency partner and retain the rest of the extensive brand portfolio.”
Andrew Benett, CEO of Havas Worldwide was quite understanding of the company's decision to work with multiple agencies, and added that Havas are “Deeply honoured to still act as a key agency partner and retain the rest of the extensive brand portfolio.” He says that they “look forward to working with RB and their new partners” to build on the success and results that have been proud to be a significant part of over the last decade.
Benjamin Hiorns is a freelance writer and musician from the UK who has just this morning realised how many Reckitt Benckiser products he currently stocks in his home.