Reckitt Benckiser adds new creative agencies to global roster

Droga5, Wieden+Kennedy and McCann will lead the creative development of select RB products.

Reckitt Benckiser (RB), a global FMCG company, has added three creative agencies to its global agency roster. Droga5 has been appointed to lead creative development on Air Wick and Clearasil, globally. Wieden+Kennedy has been hired to lead creative development on Finish globally. McCann has been appointed to lead creative development on Mucinex and Delsym.

Havas WW continues to be a key agency partner and retains the rest of the extensive brand portfolio.

Heather Allen, executive vice-president, global category development, RB, says, "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."

The review was managed by Agency Assessments International.

In December last year, the company selected IPG Mediabrands as its media agency in India. The agency handles media planning and buying duties including digital for all the brands under RB. On the global front, Aegis, Havas Media, Publicis and Initiative Networks made it to the roster of the company's media partners.

Reckitt Benckiser is a FTSE top 25 company. It has a strong portfolio led by 19 global power brands such as Finish, Lysol, Dettol, Vanish, Woolite, Durex, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, StrepsilsGaviscon, Mucinex, Scholl and French's, and they account for 70 per cent of its net revenue.

Headquartered in the United Kingdom, the company employs about 25,000 people worldwide, with operations in over 60 countries and sales in almost 200 countries.