Reckitt Benckiser Selects Two

NEW YORK — Reckitt Benckiser has decided to split creative duties on its $430 million global account between Euro RSCG and J. Walter Thompson after a four-month review, the client confirmed. The two networks bested Ogilvy & Mather in the final round.

McCann-Erickson was forced to resign the business in November because of a conflict with S.C. Johnson at sister shop Foote, Cone & Belding in Chicago.

Euro RSCG will handle advertising for fabric care, diswashing and home-care products, including the Vanish, Resolve, Calgon, Woolite, Finish Electrasol, Jet Dry, Airwick, Calgonit and Mortein brands. The account will be run by a global management team based in London. Messner Vetere Berger McNamee Schmetterer/Euro RSCG already oversees Reckitt’s $15 million condiment account in the U.S.

J. Walter Thompson has been awarded brands in the surface care and health and personal care categories, including Lysol, Harpic, Dettol, Veet, Lemsip and Gaviscon. Like with Euro, the business will run out of the agency’s London office.

Elio Leoni Sceti, evp of category development at Reckitt Benckiser, led the review. Other networks considered in an earlier round included Publicis and Bates.

The Euro RSCG pitch team represented shops from the U.K., France, Germany, U.S., Brazil, Austrailia and India. Michael Maedel, president and CEO of JWT for Europe, the Middle East and Africa, led JWT’s multi-office effort.

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