McCann New York Wins Reckitt’s Essential Home U.S. Creative Mandate

McCann New York has been named the U.S. creative agency of record for four brands from Reckitt’s Essential Home portfolio—Woolite, Resolve, Rid-X and Easy-Off—further strengthening its long-standing relationship with the global FMCG major.

As reported by Adweek, the appointment followed a closed-door review process that lasted nearly two months. Havas was the incumbent agency on the account, while McCann has not disclosed details about other agencies that may have participated in the pitch.

Under the new mandate, McCann will lead strategic and creative responsibilities across television, digital, social and experiential platforms for the four brands, which span fabric care, carpet care and home maintenance categories. The business will be serviced by McCann teams based in New York and Toronto, supported by McCann Content Studios, the network’s social and influencer-focused arm.

This win builds on McCann’s expanding global partnership with Reckitt. The agency already handles creative duties for several of Reckitt’s key brands, including Lysol, Mucinex, Biofreeze, Neuriva and Airborne. In September 2024, McCann was also appointed the U.S. agency of record for Air Wick.

The development comes amid broader structural changes in the advertising industry following Omnicom Group’s acquisition of Interpublic Group in November. Post-merger, Omnicom consolidated its advertising operations into three global creative networks—McCann, BBDO and TBWA.