Reckitt Benckiser completed its consolidation of North American advertising responsibilities for its household division brands with McCann-Erickson. The home care giant shifted the remaining assignments, estimated between $15 million and $20 million, after the marketer consolidated its $300 million global brand assignments with the Interpublic Group of Cos.' Agency in June 2000.
Brands moving in the shift from Margeotes/Fertitta & Partners, New York, are Electrasol automatic dishwasher detergent, Jet Dry dishwasher rinse agent and Lime-A-Way toilet bowl and household cleaners. Reckitt Benckiser is planning to launch an improved Jet Dry later this year, which McCann will handle.
Warwick Baker O'Neill, New York, will continue to handle the food division assignments and remains unaffected by the move.