After a global review of a handful of its biggest brands, Reckitt Benckiser has added three agencies to its creative roster.
Droga5 has picked up creative responsibilities on Air Wick and Clearasil, while McCann Erickson has landed Mucinex and Delsym. Wieden + Kennedy, meanwhile, has won Finish's creative account.
Global media spending was not available but in the U.S. alone last year, the brands collectively spent more than $100 million in media.
Most of the brands were previously handled by Havas Worldwide, which remains a leading roster shop that works on more than a dozen brands. Advertising for Mucinex and Delsym had been handled in-house.
Going into the review, Reckitt said it was focusing on three core brands: Air Wick, Clearasil and Finish. Coming out, however, the company saw an opportunity to shift even more business.
In a statement, Heather Allen, an evp of global category development, said, "Creativity is at the heart of our growth strategy and we are very confident that we have the right partners to grow our brands."
Havas Worldwide CEO Andrew Benett acknowledged the shifts, saying that he understood Reckitt's desire to work with multiple agencies. He added that his shop is "deeply honored to still act as a key agency partner and retain the rest of the extensive brand portfolio. We look forward to working with RB and their new partners to build on the success and results that we are proud to have been a part of over the last decade."
Agency Assessments International helped manage the search process.
