McCann New York has been named the U.S. creative agency of record for four brands within Reckitt’s Essential Home portfolio—Woolite, Resolve, Rid-X and Easy-Off—strengthening its long-standing partnership with the global FMCG company.
The appointment followed a closed review process that spanned close to two months. Havas previously handled the account, while McCann has not confirmed whether additional agencies participated in the pitch.
Under the new mandate, McCann will lead strategic and creative responsibilities across television, digital, social, and experiential channels. The work will be managed by teams based in New York and Toronto, with support from McCann Content Studios, the network’s specialist unit focused on social media and influencer-led content.
This win further builds on McCann’s global association with Reckitt, which already includes brands such as Lysol, Mucinex, Biofreeze, Neuriva and Airborne. In September 2024, McCann was also appointed U.S. agency of record for Air Wick.
The announcement comes at a time of broader industry restructuring following Omnicom Group’s acquisition of Interpublic Group in November, after which Omnicom consolidated its advertising operations into three global creative networks—McCann, BBDO and TBWA.
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