JWT and Euro RSCG to share £300m Reckitt

The WPP-owned J. Walter Thompson network and Havas Advertising's Euro RSCG Worldwide network will share the £300 million global advertising account of household and personal care giant Reckitt Benckiser, running the business from their London offices.

JWT takes the surface, health and personal care business, which includes brands such as Lysol, Harpic, Dettol and Lemsip. Euro RSCG will take on the remainder of the account, comprising the fabric and homecare and dishwashing sector. This includes the Finish, Calgon, Resolve and Vanish brands. Ogilvy & Mather also pitched.

The dual appointment becomes live in June, when the previous network, McCann-Erickson, stops working on the account. The former roster agency, Roose, will lose the Calgon, Finish and Vanish brands to Euro RSCG, but will work on the account until the end of this year.

The UK billings for the account are £40 million. Reckitt said its existing media buying and planning arrangements were not affected. OMD UK and Carat share the business in the UK.

Reckitt's executive vice-president of category development, Elio Leoni Sceti, said both agency networks had the consumer and strategic insights to contribute to the growth of the company.

"Our strategy of continuous innovation supported by excellent consumer communication has served us well and our creative agency relationships play an important role in this success. Equity advertising is a major engine of our growth and we believe Euro RSCG and JWT will contribute greatly to this."

The pitch came following McCann's resignation of the global Reckitt account last November. McCann's parent company Interpublic's True North acquisition resulted in a conflict between McCann's Reckitt business and FCB's SC Johnson account, which includes cleaning product brands such as Toilet Duck, Pledge and Mr Muscle.

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