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 partnership with the FMCG major.
According to an Adweek report, the mandate followed a nearly two-month closed-door review. Havas was the incumbent agency, and McCann has not disclosed whether other agencies participated in the pitch.
Under the new assignment, McCann will lead strategic and creative responsibilities across television, digital, social and experiential platforms. The work will be handled by teams based in New York and Toronto, supported by McCann Content Studios, the network’s social and influencer-focused unit. The four brands span categories including fabric care, carpet care and home maintenance.
The win builds on McCann’s broader global relationship with Reckitt, which already includes brands such as Lysol, Mucinex, Biofreeze, Neuriva and Airborne. McCann was also appointed U.S. agency of record for Air Wick in September 2024.
The development comes against the backdrop of industry-wide restructuring following Omnicom Group’s acquisition of Interpublic Group in November, after which Omnicom streamlined its advertising operations into three global creative networks: McCann, BBDO and TBWA.