Iris Gets North American Digital Duties for 23 Reckitt Brands

New York Shop Takes Over for Euro; Will Also Handle Multibrand Platforms

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*This article has been updated with a clarification from the client.

Reckitt Benckiser has appointed Iris, New York, as its digital agency of record for 23 brands in North America following a review, the agency said.

The assignment includes the majority of digital marketing, digital relationship marketing strategy and social media for North American brands starting this month. Brands include Air Wick, Lysol, Mucinex, Durex, Resolve, Woolite, Veet, Clearasil, Easy Off, Finish, Frank's Red Hot, French's, Lanacane and multibrand platforms that include Home Solutions News and the sustainability-focused "Our Home Our Planet" program launched last year.

RB has spent around $20 million on digital video advertising each of the past two years, making it likely the largest advertiser in the segment, and Jiri Kulik, VP-general manager of U.S. household marketing for the company, is a veteran digital marketer who recently said he plans to continue stepping up digital marketing efforts.

Iris already handles digital work for RB in Europe and has been staffing up to handle work for the brand in North America. Havas' Euro RSCG, New York, was incumbent on most of the digital work and continues as RB's creative agency. Publicis Groupe's Zenith Optimedia, New York, handles North American media duties for the company. A spokeswoman for RB couldn't immediately be reached for comment.

Iris also works with Adidas, Coty, Sony Ericsson, Coca-Cola Co., and InterContinental Hotels Group and created the 3-D holiday window for Saks' Fifth Avenue's flagship store in New York last year.

*After publication, the company released a statement to note that the appointment of Iris doesn't impact Euro: "While Iris has been hired to handle some of our brands on a digital basis, Euro is our "global agency of record" for integrated communications, including digital and off line creative, said Mr. Kilik in a statement. "There was no one incumbent firm handling our digital work last year in NA; instead our digital work in 2010 was handled by a number of vendors. The awarding of new business to Iris in no way means we took any of our business away from Euro. They remain our lead strategic and creative partner for RB and will continue to be our primary global partner on our digital and social media work."

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