McCann New York wins Reckitt Essential Home U.S. creative mandate
The mandate includes four Reckitt Essential Home brands – Woolite, Resolve, Rid-X, and Easy-Off
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Published: Dec 19, 2025 8:44 AM | 1 min read
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McCann New York has been appointed the U.S. creative agency of record for four brands from Reckitt’s Essential Home portfolio- Woolite, Resolve, Rid-X and Easy-Off, deepening the agency’s long-standing association with the global FMCG major.
According to details reported by Adweek, the mandate followed a closed-door review that ran for nearly two months. Havas was the incumbent agency on the business. McCann did not disclose whether other agencies were involved in the pitch process.
Under the new assignment, McCann will handle strategic and creative duties across television, digital, social and experiential platforms for the four brands, which operate across fabric care, carpet care and home maintenance categories. The account will be serviced by teams in New York and Toronto, along with McCann Content Studios, the network’s social and influencer-focused unit.
The win further extends McCann’s global relationship with Reckitt, where the agency already works on brands such as Lysol, Mucinex, Biofreeze, Neuriva and Airborne. McCann was also appointed U.S. AOR for Air Wick in September 2024.
The development comes amid wider structural changes following Omnicom Group’s acquisition of Interpublic Group, completed in November. Post-merger, Omnicom reorganised its advertising operations into three global creative networks, McCann, BBDO and TBWA.
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