The consolidation continues a process that began in January 1996 when Reckitt & Colman consolidated $230m worth of advertising on its global brands with McCann-Erickson, thereby severing its relationships with more than 35 local and international agencies. In January 1996, R&C said local and regional brands would be continued to be managed on a regional basis and in Europe it consolidated $78m worth of advertising with Euro RSCG.
The regional and local brands in Europe that McCann has now picked up include hair removal brands such as Veet, oral care products including Steradent and Woolite fabric care and Mr Sheen furniture polish.
The assignment was made without a pitch, according to R&C European Communications Manager Kate Whittaker. Working with a single agency will eliminate duplication and reduce the complexity of marketing brands across Europe, Whittaker says.
Copyright July 1997, Crain Communications Inc.