RB has shifted its global Lysol and Dettol cleaning and germ-fighting brands to McCann Worldgroup from Havas, the company said in a statement.
RB Moves Lysol and Dettol to McCann, Gives Havas 'New Initiatives' Role
The move on the company's biggest brand (the two occupy essentially the same brand position around the world) leaves Havas, which once handled most work for RB, with little in the way of major brand assignments in the U.S. Havas does continue to handle such brands as Resolve, Durex and Easy-Off, while RB, better known as Reckitt Benckiser, has shifted key brands to McCann, Droga5 and Wieden & Kennedy in recent years.
But in a simultaneous move, the company announced Havas will work as lead strategic and creative partner on new strategic initiatives, without specifying what those are.
"Havas has an incredible capacity to help form and shape new growth opportunities for us," said Roberto Funari, exec VP-category development, in a statement. "Over the years, they've partnered with us to build tremendous success across our brands. This appointment solidifies their role in a more formal capacity."
"Havas has a long-standing, valued relationship with RB across its portfolio of brands, and will continue to manage many of its global power brands as well as local brands," a Havas spokeswoman said in a statement. She said Havas was also pleased by the new global strategic initiatives assignment, which she said is a reflection of our commitment to innovation."
McCann already handled Dettol in India where RB said the agency has developed successful advertising over the past two years. McCann also has picked up the Mucinex, Delsym, MegaRed and Airborne brands, among others, for RB in recent years.
Lysol had $36.6 million in measured ad spending in the U.S. last year, according to Kantar Media.