FMCG giant RB, formerly Reckitt Benckiser, has moved the global ad accounts for its Dettol and Lysol brands from Havas to McCann Worldgroup.McCann was handed the global business for the germ protections brands after developing a new ad campaign for Dettol in India.
RB says the effectiveness of the campaign has “contributed to strong penetration and share growth for the brand”.
The new appointment replaces the current arrangement whereby McCann handles Dettol in India and Havas handles Dettol and Lysol across other markets.
RB executive vice president of global category development Roberto Funari said: “Dettol and Lysol are iconic brands and the quality of the strategic thinking and creativity we have seen from McCann has been outstanding.
“I would like to take this opportunity to thank Havas WW for their contribution to this brand over the last few years”.
Havas will continue to work with RB as lead strategic and creative partner for new strategic initiatives
Funari added: “Havas has an incredible capacity to help form and shape new growth opportunities for us. This appointment solidifies their role in a more formal capacity working closely with global category development.
“In addition to this new role, Havas will continue to be a key global agency partner for RB and manage many of our global power brands, as well as local brands.”