Consumer goods firm Reckitt has appointed McCann London’s in-house social and influencer specialist unit as the new UK social and influencer agency of record for its health brands.
London-based McCann Content Studios secured the account following a competitive pitch process which involved five agencies, with inaugural campaigns for the company’s Veet, Durex and Dettol brands set to go live this summer.
Reckitt, which also owns the likes of Gaviscon, Nurofen and Lemsip, will now look to the agency’s content studio to create meaningful social engagement between its brands and consumers, centred around an always-on strategy for owned, paid and influencer marketing.
“We are very excited to have McCann Content Studios as a key partner in our growth ambitions,” Reckitt marketing director, David Shillock said.
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“Their ability to challenge the status quo to deliver commercial results will be a key pillar in our new consumer connections strategy at Reckitt Health – where we see massive headroom to step change our social and influencer model.”
McCann content studio was first launched last year after the agency brought together its social, influencer and ecommerce expertise under one roof following the acquisition of influencer agency ITB.
McCann London CEO, Polly McMorrow added: “Reckitt is an incredibly special client partner of ours, and we couldn’t be more excited to expand our relationship with them through our MCS offering.
“Powered by our strong strategic rigour and creative legacy in building enduring brands, alongside the depth and breadth of global McCann Worldgroup resources, MCS is uniquely placed to drive creatively relevant content and achieve truly connected thinking for all our clients.”
