McCann wins global ad account for RB cleaning brand Dettol
McCann already handled Dettol in India, but it succeeds Havas Worldwide in all other markets. Dettol and Lysol are different brand names for the same product family, depending on the market.
RB said that over the last two years, McCann had developed a "powerful" campaign for the brand in India, which had contributed to strong growth in penetration and market share.
The Dettol brand is also performing strongly in the UK. It was worth £71m in UK sales in the year to 10 October 2015 and overtook P&G’s Flash as the biggest surface cleaning brand on the market (Nielsen).
"Dettol and Lysol are iconic brands and the quality of the strategic thinking and creativity we have seen from McCann has been outstanding," said RB executive vice-president global category development, Roberto Funari.
There is some consolation for Havas, however: RB also announced that the group would work as its lead strategic and creative partner for new strategic initiatives.