McCann New York has been named U.S. artistic company of report for 4 manufacturers inside Reckitt’s Essential Home portfolio—Woolite, Resolve, Rid-X, and Easy-Off—increasing its longstanding world relationship with the CPG.
The closed evaluation ran for roughly eight weeks, McCann mentioned. Havas was the incumbent. McCann declined to touch upon whether or not different companies participated within the evaluation.
McCann will lead technique and artistic throughout tv, digital, social, and experiential for the 4 manufacturers, which span cloth care, carpet care, and residential upkeep. The account will probably be supported by McCann’s workplaces in New York and Toronto, in addition to its social and influencer arm, McCann Content Studios.
“We’ve seen firsthand the strength of McCann’s strategy and creativity through our work together over the years,” Julia Mellberg, CMO, Reckitt Essential Home U.S., mentioned in a press release. “Expanding our partnership across the broader Essential Home portfolio was a natural next step—one that builds on a strong foundation of trust, shared ambition and creative excellence.”
The appointment expands McCann’s decades-long world relationship with Reckitt, the place it really works throughout Lysol, Mucinex, Biofreeze, Neuriva, and Airborne. The company was additionally named U.S. AOR for Air Wick in September 2024.
Reckitt palms McCann extra of its enterprise because the artistic company joins Omnicom Group, which closed its acquisition of mum or dad Interpublic Group in November. In a restructure following the deal, Omnicom consolidated its promoting enterprise into three world artistic networks: McCann, BBDO, and TBWA.
“This appointment reflects the depth of our partnership with Reckitt and the power of our teams’ shared commitment to creativity that drives business results,” mentioned Amber Guild, CEO of McCann New York. “The growth of our relationship across the Essential Home portfolio is a testament to the trust and collaboration the teams have built together.”
The first wave of labor for the Essential Home portfolio is predicted to launch within the second quarter of 2026.