Reckitt puts all its brands into Euro RSCG basket

MUMBAI: Reckitt Benckiser is aligning all its brands, as well as those of Boots, with the Havas-owned Euro RSCG following a global review on Wednesday night.

Euro RSCG handled Reckitt brands like Mortein and Cherry Blossom, while JWT handled the surface cleaners and home products like Dettol, Lizol and Harpic. All the brands will now move to Euro RSCG globally as well as in India.

Currently, Reckitt’s account size with Euro RSCG is between Rs 50-60 crore, while JWT worked on a fee-based arrangement with Reckitt. The incumbent agency for the Boots brands, which Reckitt acquired last year, is McCann Erickson.

Globally, this move signifies a $600m contract for the Havas group and Euro RSCG. Havas’ media-planning arm MPG will continue to do the media handling for all of Reckitt’s brands.

The total size of the business moving to Euro RSCG is reckoned to be in the region of Rs 150-160 crore, currently. However, Reckitt hasn’t been advertising heavily with Boots and is expected to increase spends, which could push up the entire account size to Rs 200 crore.

According to Suman Srivastava, CEO, Euro RSCG India, “We will look to add more creative resources to the agency, because the size of the account would certainly dictate that.”

Colvyn Harris, CEO, JWT India, says, “The re-alignment has been announced after a global review but we don’t have any India-specific news.” JWT acquired the Reckitt brands in ’01 following the previous review by the parent company, which split the business between the two agencies.

Mr Harris also added that a huge creative team was working on Dettol and the other surface cleaner brands. The Boots brands like Clearasil and Strepsils, handled by McCann will move immediately to Euro RSCG, as early as August 1. The brands with JWT will move to Euro RSCG only in January ’07.