McCann to Create Ads Despite Split With Marketer

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CINCINNATI ( -- Reckitt Benckiser, Wayne, N.J., is rolling out several new products for its Lysol and Woolite brands that are expected to reach retail shelves in February, with TV and print ads breaking in the spring.

Included are Lysol Heavy Duty Wipes, a thicker, more abrasive version designed for cleaning greasy kitchen messes, and Woolite for Dark Clothes, designed to help dark clothes maintain their colors.

Reckitt is looking for a new agency after agreeing to part company with McCann-Erickson Worldwide, New York, late last year over a conflict involving sibling Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, which handles rival S.C. Johnson & Son. But McCann will handle ads for the new products.

"The relationship with McCann has to wind down, but it's still very strong," said Phil Mazzini, global category director at Reckitt. "It's a unique situation that we had to break up the relationship, but we're still getting very good support form McCann."

Spending was not disclosed.

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