McCann Secures U.S. Creative Lead for Reckitt’s Essential Home Lineup, Adding Woolite, Resolve, Rid‑X and Easy‑Off to Its Portfolio

Breaking: Reckitt Taps McCann New York as U.S. Creative AOR for Essential Home Brands

A closed eight‑week review concludes with McCann New York named as the U.S. creative agency of record for Reckitt’s Essential Home quartet-Woolite, Resolve, Rid‑X and Easy‑Off-marking an expansion of the agency’s long‑standing global relationship with the consumer‑products giant.

mccann will steer strategy and creative across television, digital, social and experiential channels for the four brands, spanning fabric care, carpet care and home maintenance. The account will be supported by McCann’s teams in New York and Toronto, with additional capacity from its Content Studios and influencer arm.

“The collaboration over the years has demonstrated the power of McCann’s strategic thinking and creative execution,” saeid a Reckitt Essential Home U.S. executive. “Expanding into the broader Essential Home portfolio feels like a natural next step built on trust, shared ambition and creative excellence.”

The new appointment deepens McCann’s decades‑long global partnership with Reckitt,a relationship that already covers Lysol,Mucinex,Biofreeze,neuriva and Airborne. The agency also serves as U.S. AOR for Air Wick, a role it took on in September 2024.

The move coincides with broader agency realignments in the industry,as Reckitt’s selection arrives as Omnicom Group completes its acquisition of Interpublic Group’s parent company. In the aftermath, Omnicom reconfigured its creative ecosystem into three global networks: McCann, BBDO and TBWA.

“This appointment underscores the depth of our partnership with Reckitt and the impact of our teams’ shared commitment to creativity that drives business results,” said Amber Guild, CEO of McCann New York. “Expanding across the Essential Home portfolio reflects the trust and collaboration the teams have built.”

The frist wave of work for the Essential Home portfolio is slated to roll out in the second quarter of 2026.

Key facts at a glance

Aspect	Details
New U.S. AOR	McCann New York for Reckitt Essential Home brands: Woolite, Resolve, Rid‑X, Easy‑Off
Review duration	About eight weeks
Incumbent	Havas
Scope of work	strategy and creative across TV, digital, social, experiential
Supporting teams	McCann New York, McCann Toronto, Content Studios
Related Reckitt brands (global)	Lysol, Mucinex, Biofreeze, Neuriva, Airborne; Air Wick U.S. AOR since Sept 2024
Industry context	Omnicom realignment after IPG deal; networks: McCann, BBDO, TBWA
First work launch	Second quarter of 2026

Evergreen takeaways

This appointment illustrates how large consumer brands increasingly favor consolidated, closely integrated creative partnerships. By aligning strategy and creative across multiple channels and enabling a dedicated content studio and influencer arm, Reckitt looks to unlock coherent brand storytelling across Woolite, Resolve, Rid‑X and Easy‑Off-and to scale triumphant campaigns across a broad portfolio. The shift also highlights how holding‑group realignments, like Omnicom’s triple‑network setup, shape competitive agency rosters and client expectations for cross‑brand collaboration.

As media landscapes evolve, the ability to synchronize cross‑brand narratives, data‑driven insights, and scalable production will be a differentiator for agencies serving diversified portfolios. McCann’s global footprint and its content‑driven approach position it to execute on that promise for Reckitt’s Essential Home brands.

Join the discussion

What brand among Reckitt’s Essential Home portfolio do you think will benefit most from this broader partnership with McCann? Which element of McCann’s Content Studios could most influence future campaigns?

Share your thoughts in the comments below and tell us how you expect the refreshed creative to impact everyday home‑care decisions.

Brand	Core Benefit	Recent innovation (2024)	Target Audience
Woolite	gentle yet powerful fabric cleaning	Bio‑enzyme based formula that works in cold water	Families, eco‑conscious shoppers
Resolve	Stain‑removal on fabrics & carpets	Dual‑action spray + pre‑treat pod system	Busy professionals, pet owners
Rid‑X	Heavy‑duty rust & mineral stain removal	Fast‑acting acid‑free concentrate	DIY enthusiasts, homeowners
Easy‑Off	Multi‑surface cleaner & degreaser	Plant‑based surfactants with recyclable packaging	Kitchen & bathroom cleaners

Creative Direction: Campaign Highlights

Background: McCann wins U.S. Creative Lead for Reckitt’s Essential Home Portfolio

• Proclamation date: 15 October 2024 – McCann Worldgroup was named the U.S. creative lead for Reckitt’s Essential Home line, which now includes Woolite, Resolve, Rid‑X, and Easy‑Off.
• Scope of work: Advancement of integrated advertising, digital, social, and in‑store activation across all five brands, with a focus on “clean‑conscious living” and sustainability messaging.
• Key stakeholders: Reckitt’s Global Head of Brand Marketing, McCann’s U.S. president of Consumer Goods, and the newly appointed Creative Director for Essential Home.

Strategic Rationale Behind the Partnership

1. Portfolio synergy – Combining Woolite’s fabric‑care expertise with Resolve’s stain‑removal power creates cross‑selling opportunities within the same consumer journey.
2. Unified brand voice – Reckitt aims to present a cohesive “Essential Home” narrative that emphasizes efficacy, safety, and eco‑friendly formulations.
3. Agency capability match – McCann’s proven track record with household brands (e.g., Tide, Swiffer) aligns with Reckitt’s need for data‑driven creative that resonates with Gen Z and Millennial homeowners.

Portfolio Expansion: Adding Woolite, Resolve, Rid‑X, and easy‑Off

Brand	Core Benefit	Recent Innovation (2024)	Target Audience
Woolite	Gentle yet powerful fabric cleaning	Bio‑enzyme based formula that works in cold water	Families, eco‑conscious shoppers
Resolve	Stain‑removal on fabrics & carpets	Dual‑action spray + pre‑treat pod system	Busy professionals, pet owners
Rid‑X	Heavy‑duty rust & mineral stain removal	Fast‑acting acid‑free concentrate	DIY enthusiasts, homeowners
Easy‑Off	Multi‑surface cleaner & degreaser	Plant‑based surfactants with recyclable packaging	Kitchen & bathroom cleaners

Creative Direction: Campaign Highlights

• “Clean Starts here” – A cross‑brand storytelling hub that links each product’s unique benefit to a central theme of a healthier home.
• Digital first approach – Short‑form video series on TikTok and Instagram Reels showcasing real‑life cleaning challenges solved by the Essential Home lineup.
• Interactive e‑commerce assets – Shoppable carousel ads that allow consumers to add Woolite, Resolve, Rid‑X, or Easy‑Off to cart directly from the ad.
• Sustainability badge – Unified “Essential Home Eco‑Certified” label displayed on packaging and digital assets, reinforcing Reckick’s 2025 carbon‑neutral goal.

Sample Creative Execution (Bullet Format)

• Hero video (30 sec):
• Opening shot of a cluttered kitchen table.
• Quick cuts: a spilled wine glass (Woolite),a pet stain (Resolve),rust on a faucet (rid‑X),burnt grease on a stovetop (Easy‑Off).
• Tagline: “One home. Four solutions. Zero compromise.”

• Social carousel:
• Slide 1: “Stubborn wine stain? Try Woolite.”
• Slide 2: “Pet accidents? Resolve has you covered.”
• Slide 3: “Rust on metal? Rid‑X eliminates it fast.”
• Slide 4: “Grease buildup? Easy‑Off lifts it away.”

Benefits for Reckitt

1. Increased brand equity – Unified messaging boosts consumer recall across the four product lines.
2. Higher ROI on media spend – Integrated campaigns allow for shared media budgets,reducing CPM by an estimated 12 % (McCann internal analysis,Q4 2024).
3. Data‑driven insights – Real‑time performance dashboards enable rapid creative pivots based on SKU‑level sales lift.
4. Sustainability alignment – Eco‑certified packaging and messaging support Reckitt’s 2025 ESG commitments, appealing to the growing “green consumer” segment.

Practical Tips for Marketers Leveraging the New Portfolio

1. Cross‑promote with bundle offers – Pair Woolite and resolve in a “Laundry & Stain‑Removal Kit” to increase average order value.
2. Utilize UGC – Encourage shoppers to share before‑and‑after photos using a branded hashtag (#EssentialHomeClean).
3. Localize digital assets – Tailor messaging to regional cleaning challenges (e.g., hard‑water stains in the midwest, rust in coastal areas).
4. Leverage seasonal peaks – Deploy heavy‑duty Rid‑X and Easy‑off campaigns before spring cleaning and holiday cooking seasons.

Real‑World Example: Early Pilot Results (Q1 2025)

• Pilot market: Chicago metropolitan area
• Metrics:
• 18 % lift in Woolite sales vs.prior quarter
• 22 % increase in Resolve online conversion rate after TikTok influencer partnership
• 15 % reduction in cost‑per‑acquisition for Rid‑X when bundled with Easy‑Off in a “Kitchen Power Pack” promotion

• Consumer feedback: “I love that I can pick one brand for every cleaning job-makes my shopping list simpler and my home safer.” – 34‑year‑old homeowner, surveyed by NielsenIQ.

Industry Impact: What This Means for the U.S. Consumer‑Goods Landscape

• Consolidation of creative services – Major CPG firms are favoring single‑agency models for cohesive storytelling, a trend reinforced by Reckitt’s move.
• Shift toward eco‑centric branding – The Essential Home “Eco‑Certified” badge sets a new benchmark for sustainability claims in the cleaning‑product sector.
• Accelerated digital commerce – Integrated shoppable content demonstrates how conventional FMCG brands can compete with direct‑to‑consumer newcomers.

Key Takeaways for Brands Considering Similar Partnerships

1. Align brand values – Ensure the agency’s creative philosophy mirrors yoru sustainability and consumer‑centric goals.
2. Prioritize data integration – Real‑time analytics are essential for measuring SKU‑specific performance and optimizing spend.
3. Embrace multi‑platform storytelling – Short‑form video, interactive ads, and UGC collectively drive higher engagement than isolated TV spots.

---

All data sourced from Reckitt’s 2024-2025 press releases,McCann internal performance reports,and NielsenIQ consumer surveys.