‘Central brand guardian’
The assignment includes providing global brand guidance and local brand activation, including a global-to-local brand playbook and distinctive brand assets comprising brand platforms, marketing campaigns and tool kits for the Durex, according to a statement from McCann Worldgroup.
The “central brand guardian” assignment for Durex is “an amazing opportunity to work with such an iconic brand,” said Rikke Wichmann-Bruun, CEO of MRM U.K., in a statement.
“A powerful brand, a brave client, a category that plays such a meaningful role in people’s lives – what an amazing creative opportunity for us to create brand work that moves culture,” said Ioana Filip, chief creative officer of MRM U.K. “There’s only a handful of brands out there that are present in people’s most pleasurable moments but at the same time save lives, stand against biases, and open meaningful intimate conversations across countries and cultures.”
McCann Worldgroup (including MRM and McCann) also handles Reckitt’s Lysol and Enfamil brands in the U.S. and globally, and brands including Mucinex, Air Wick and Resolve in the U.S.