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Reckitt saw big headroom to change how Durex, Veet and Dettol did social and influencer in the UK, and said so.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
Reckitt described the UK health brands as "where we see massive headroom to step change our social and influencer model". Note none of the three reports raises a regulator, an ASA ruling or a platform policy.
| Who says so | Reckitt's own marketing director, David Shillcock, quoted in LBBOnline. Marketing Beat and Campaign both report the same five agency pitch independently. Read it |
|---|---|
| A second source | Marketing Beat, 26 April 2024, headline 'Reckitt appoints McCann Content Studio to UK social and influencer account', reports independently that Reckitt 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. Campaign, 22 April 2024, is a third independent report of the same win. |
| What the agency was asked to do | Not published as a quoted brief. On record: UK Social and Influencer agency of record for Reckitt's UK Health brands, covering an always-on strategy for owned, paid and influencer, amplification ideas to create reach moments through the year, real time activations, reporting, and community management of the social channels. |
| How the agency was picked | Competitive pitch |
| How that happened | LBBOnline says McCann Content Studios in London won the business following a competitive pitch that included five agencies. The four losing agencies are not named. Campaign and Marketing Beat both report the same win in the same week and neither adds names. |
| How long it took | Announced 22 to 23 April 2024. First campaigns live summer 2024. No contract length published. |
| Recorded as | Reckitt UK Health brands (Durex, Veet, Dettol) |
Every other case where it had to run all year, not once →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.