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McCann wins Reckitt Benckiser account

Agency regains place on the healthcare company’s roster
Reckitt Benckiser

Having begun a review process in December, healthcare and consumer goods company Reckitt Benckiser has added McCann, indie shop Droga5 and Wieden & Kennedy to its agency roster.

This represents a return to the fold for McCann, which will handle cough treatments Mucinex and Delsym.

The agency worked with Reckitt Benckiser in the 1990s, until 2001, when conflict issues arose over McCann owner Interpublic's acquisition of True North Communications.

True North's Foote Cone & Belding network handled advertising duties for Reckitt Benckiser rival SC Johnson, so McCann was forced to resign the RB account, worth an estimated $150m. The same conflict of interests cost McCann the Boots Healthcare account.

While the agency review started in December, Mucinex was not added to the list of brands requiring a new agency until April.

Outside Reckitt's healthcare products, Droga5 will handle the air freshener Air Wick and skincare product Clearasil, while Wieden & Kennedy will take over the contract for dishwasher powder Finish.

"The quality of the strategic and creative thinking we have seen throughout the review has been superb. We're really excited about working with our entire roster of highly creative agencies,” said Heather Allen, Reckitt Benckiser executive vice president global category development.

Havas Worldwide, which previously handled the Air Wick, Clearasil and Finish accounts, 'continues to be a key agency partner and retains the rest of the extensive brand portfolio', Reckitt Benckiser said in a statement.

Reckitt is the middle of discussions about its future in healthcare. This includes plans to spin out its pharma division, which accounts for less than 10 per cent of total group sales.

The company also recently lost out on acquiring Merck & Co's over-the-counter medicines business, with Bayer snapping up the division last week.

Article by
Tara Craig

16th May 2014

From: Marketing

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