McCann Expands Relationship with Reckitt as AOR for U.S. Essential Home Portfolio

McCann New York has been named U.S. inventive company of report for 4 manufacturers inside Reckitt’s Important Dwelling portfolio—Woolite, Resolve, Rid-X, and Simple-Off—increasing its longstanding international 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 businesses 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 shall be supported by McCann’s workplaces in New York and Toronto, in addition to its social and influencer arm, McCann Content material Studios.“We’ve seen firsthand the energy of McCann’s technique and creativity via our work collectively over time,” Julia Mellberg, CMO, Reckitt Important Dwelling U.S., mentioned in an announcement. “Increasing our partnership throughout the broader Important Dwelling portfolio was a pure subsequent step—one which builds on a powerful basis of belief, shared ambition and artistic excellence.”The appointment expands McCann’s decades-long international 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 inventive company joins Omnicom Group, which closed its acquisition of mother or father Interpublic Group in November. In a restructure following the deal, Omnicom consolidated its promoting enterprise into three international inventive networks: McCann, BBDO, and TBWA.“This appointment displays the depth of our partnership with Reckitt and the ability of our groups’ shared dedication to creativity that drives enterprise outcomes,” mentioned Amber Guild, CEO of McCann New York. “The expansion of our relationship throughout the Important Dwelling portfolio is a testomony to the belief and collaboration the groups have constructed collectively.”The primary wave of labor for the Important Dwelling portfolio is anticipated to launch within the second quarter of 2026.