McCann New York has been named U.S. creative agency of record for four brands within Reckitt’s Essential Home portfolio—Woolite, Resolve, Rid-X, and Easy-Off—expanding its longstanding global relationship with the CPG.
The closed review ran for approximately eight weeks, McCann said. Havas was the incumbent. McCann declined to comment on whether other agencies participated in the review.
McCann will lead strategy and creative across television, digital, social, and experiential for the four brands, which span fabric care, carpet care, and home maintenance. The account will be supported by McCann’s offices in New York and Toronto, as well as its social and influencer arm, McCann Content Studios.
“We’ve seen firsthand the strength of McCann’s strategy and creativity through our work together over the years,” Julia Mellberg, CMO, Reckitt Essential Home U.S., said in a statement. “Expanding our partnership across the broader Essential Home portfolio was a natural next step—one that builds on a strong foundation of trust, shared ambition and creative excellence.”
The appointment expands McCann’s decades-long global relationship with Reckitt, where it works across Lysol, Mucinex, Biofreeze, Neuriva, and Airborne. The agency was also named U.S. AOR for Air Wick in September 2024.
Reckitt hands McCann more of its business as the creative agency joins Omnicom Group, which closed its acquisition of parent Interpublic Group in November. In a restructure following the deal, Omnicom consolidated its advertising business into three global creative networks: McCann, BBDO, and TBWA.
“This appointment reflects the depth of our partnership with Reckitt and the power of our teams’ shared commitment to creativity that drives business results,” said Amber Guild, CEO of McCann New York. “The growth of our relationship across the Essential Home portfolio is a testament to the trust and collaboration the teams have built together.”
The first wave of work for the Essential Home portfolio is expected to launch in the second quarter of 2026.
