McCann Expands Its Role with Reckitt: The Future of Home Brands

McCann Reckitt partnership branding with Reckitt, Woolite, Resolve logos.

McCann and Reckitt: Strengthening the Bonds

McCann New York is taking its partnership with Reckitt to the next level, announced this week as the U.S. creative agency of record for four new brands under Reckitt’s Essential Home portfolio: Woolite, Resolve, Rid-X, and Easy-Off. This move marks an important expansion of their already extensive collaboration in the consumer packaged goods (CPG) sector.

What This Partnership Means for Brands

According to Julia Mellberg, CMO of Reckitt Essential Home U.S., the decision to deepen the partnership with McCann reflects the longstanding trust and creative success they've built over the years. The new account will see McCann spearheading marketing strategy and creative execution across various media, including television, digital platforms, social media, and experiential campaigns.

Implications for the Marketing World

The collaboration comes at a time when creative agencies are navigating a rapidly changing landscape, with digital marketing becoming increasingly crucial. McCann's comprehensive approach, which leverages insights from consumer behavior, will likely enhance brand visibility and engagement for Reckitt's Essential Home products.

The Future of McCann and Reckitt

Expected to launch in the second quarter of 2026, the first wave of marketing initiatives reflects a significant investment in U.S. marketing, estimated between $10 to $20 million for the newly added brands. Through this partnership, McCann is not only reinforcing its role in the CPG arena but also setting a precedent for how brands can effectively collaborate to drive market success.

As brands strive to establish stronger connections with consumers, this strategic partnership could prove to be a game changer, blending creativity with results-oriented strategies.

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McCann Expands Its Role with Reckitt: The Future of Home Brands

McCann and Reckitt: Strengthening the Bonds

What This Partnership Means for Brands

Implications for the Marketing World

The Future of McCann and Reckitt

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