Reckitt has jumped further into bed with MRM and McCann Worldgroup by slipping the agencies yet another huge slice of business, briefing them to handle the Durex account across Europe and the US.
McCann Worldgroup already works on a raft of global Reckitt brands, including Lysol and Enfamil, while McCann London has a long-held partnership with Nurofen and Dettol brands.
MRM New York work with Durex in the US, while network also handles several major US-only brands.
The Durex account in Europe will be led by a core team led from MRM UK – in partnership with McCann London’s strategy and creative capability – as well as McCann Worldgroup agencies across Europe, including Germany, France, and Italy.
They will devise global brand guidance, and local brand activation, as well as brand platforms, marketing campaigns and toolkits for the Durex brand.
MRM UK chief creative officer Ioana Filip added: “A powerful brand, a brave client, a category that plays such a meaningful role in people’s lives – what an amazing creative opportunity for us to create brand work that moves culture.
“There’s only a handful of brands out there that are present in people’s most pleasurable moments but at the same time save lives, stand against biases, and open meaningful intimate conversations across countries and cultures. Durex is right there at the top of that list. [We] can’t wait to bring to life our first global creative work.”
As well as McCann, Reckitt’s agency roster includes VCCP, Isobar, Zenith, Dentsu and Havas; the latter has also worked on the Durex account in Europe, including a major push behind lube brands Naturals (pictured) and Perfect Glide.
Earlier this year, £13.23bn turnover company implemented a new enterprise customer data platform, operated by Seattle start-up Amperity, with the aim of maximise the value of its customer data to deliver relevant, personalised customer experiences.
At the time, Amperity chief executive Barry Padgett said: “Historically, consumer packaged goods companies have had very little access to first-party data, making it incredibly difficult to truly know the customer and deliver relevant omnichannel experiences.
“Reckitt understands the need to build its own customer relationships. By embracing a first-party data strategy, Reckitt now has access to accurate customer profiles that will exponentially strengthen its reach.”
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