Reckitt’s Durex brand has named Interpublic’s McCann Worldgroup and MRM as global brand lead across Europe and the U.S., expanding McCann’s reach with Reckitt, which already includes work on such brands as Lysol and Enfamil.

Havas, which formerly worked on Durex in the U.S. and Europe, will continue to work on the brand elsewhere in the world, according to people familiar with the matter. VaynerMedia won a special project assignment for Durex in the U.S. in late 2021 following a six-month review that was completed last year.

A spokesperson for Durex could not immediately reach executives for comment. A Havas spokesperson declined to comment other than to confirm the agency continues to handle Durex outside Europe and the U.S., and a VaynerMedia representative didn’t return an email request for comment.

U.S. measured media for Durex was minimal in recent years, only $256,000 in 2022 and $378,000 in 2021, according to Vivvix, including paid social data from Pathmatics. Durex, which markets condoms and lubricants, is a distant second to Church & Dwight Co.’s Trojan in the U.S.

Durex has a much bigger presence in the rest of the world. Reckitt previously reported the brand was one of the primary drivers of 14% sales growth in the first quarter in Europe, Australia and New Zealand. And on Wednesday, Reckitt reported that its intimate wellness portfolio grew by double digits in the second quarter, citing recent innovation and a return to growth in China.

‘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.