In the wake of Reckitt Benckiser consolidating its creative duties with Havas Group’s Euro RSCG, its counterpart in India has got the newly aligned business. The agency in India had actively participated in the pitch process as India is seen as a key country by the company, which has a range of products in household cleaning. The industry estimates the account size to be over Rs 150 crore for Reckitt Benckiser, with another Rs 50 crore for the Boots Piramal brands. Prior to this, the creative duties were shared among Euro RSCG, JWT and McCann Erickson.
Suman Srivastava, CEO, Euro RSCG, India confirmed the development, though he maintained that the alignment with the Indian counterpart happened based on the good work that the agency was doing with some of the brands for past three years in India. He said, “This is not a win out of the blue, but a result of the work that we have been doing for the client for the last few years. One definitely can’t say that the business just fell in our laps.”
Srivastava further said, “We see the work that we do for our clients as creative business ideas which is based on our insight called ‘Prosumer’. Based on this insight, we have consistently delivered good work for the client, which Reckitt has recognized, hence their decision to consolidate the business with Euro.”
The win is no doubt massive for the agency with Reckitt being by far the largest client of Euro RSCG, India. Euro RSCG was earlier handling brands including Mortein, Cherry Blossom, Vanish, and Robin among others. JWT handled brands including Dettol, Harpic, Lysol and Veet. Boots Piramal brands were handled by McCann Erickson.
Though the business handled by McCann would shift immediately, the JWT part of the business will move by January 2007.
To give the background, Reckitt Benckiser had initiated the process to review its business, which had on board Havas Group’s Euro RSCG, WPP Group’s JWT, and McCann Erickson belonging to the Interpublic Group of Companies. The media duties continue to be with MPG.
International: Euro wins Reckitt Benckiser’s $600 million creative account