Between the Lines: Reckitt's creative check-up

Reckitt Benckiser's recent acquisition of Boots Healthcare led to speculation that it would move that account out of McCann Erickson and into one of its roster agencies. Instead, it has decided on a roster review for the entire business (page 1).

The pitch will be a welcome chance for the household cleaning company to look at its creative roster and ask whether it could be doing a better job. Brands such as Lemsip and Cillit Bang may operate in tough sectors, but surely there can never be any excuse for the likes of Cheethambell JWT's "what a feeling" singing traffic cop ad for Gaviscon?