BBH and Euro RSCG battle it out for Air Wick

LONDON - BBH and Euro RSCG battle it out for Air WickReckitt Benckiser is pitting Bartle Bogle Hegarty against Euro RSCG, its incumbent global agency, in a pitch for Air Wick.

Air Wick...ad pitch
Air Wick...ad pitch

The FMCG giant has a clause in its contract with Euro RSCG stating that it can go off-roster and pitch out two pieces of business every year.

The pitch is already underway, and the winning agency will be given the chance to work on a creative brief due to break later in the year.

Whatever the result of the pitch, Euro RSCG will continue to handle the Air Wick account on a global basis.

The agency, which was already a roster agency working on business including Mr Sheen, Vanish and Air Wick, scooped the entire £400 million Reckitt Benckiser global ad account in July 2006 following a pitch against the company’s other roster agencies, JWT and McCann Erickson.

Rakesh Kapoor, the executive vice-president of category development, said: This does not mean we are moving the entire account, simply getting some fresh creative ideas.

Reckitt recently announced that it would be moving a substantial chunk of its £100 million UK ad budget away from Five and ITV to fund its return to Channel 4.

The news followed an announcement that it had increased its global media spend by 26 per cent to £800 million in 2008 and would be increasing that again in 2009.