Reckitt Benckiser initiates global creative review

This is specifically for the brands Finish, Air Wick and Clearasil.

Global FMCG company Reckitt Benckiser has initiated a creative review process for its brands Finish (dishwashing product), Air Wick (air freshener) and Clearasil (skin care).

The review process will be managed for Reckitt Benckiser by David Wethey of Agency Assessments International (AAI), a global management consulting firm.

At the moment, the incumbent agency is Havas Worldwide; the agency will be part of the pitch process.

Regarding this development, the official statement by Reckitt Benckiser says, "RB continues to enjoy its successful relationship with Havas WW, which will continue as the global creative agency for the other 14 Powerbrands it currently supports. Given the ambitions for these particular brands, RB wants to explore new sources of creativity including potentially additional creative partners and has therefore decided to conduct a creative review."

The process will take place at the global level. Whether Indian agencies will be required to make presentations at the local level is not known at the moment. Often, global pitches are held at the concerned company's global headquarters and the winning agency is awarded the business in an aligned manner. When this happens, the agency's branches in different countries automatically win the creative duties for the brand in their respective geographies.