Household cleaning group Reckitt Benckiser has consolidated $300m (&£200m) worth of its global creative business into McCann-Erickson Worldwide.
The agreement covers four of the company’s core categories – fabric care, surface care, home care and health and personal care.
The deal accounts for about half of Reckitt Benckiser’s $5bn (&£3.3bn) worldwide sales, covering 22 markets in five continents.
Reckitt Benckiser was formed following UK group Reckitt & Colman’s &£4.8bn merger with Dutch rivals Benckiser last year.
McCann already handled Reckitt & Colman’s advertising on brands such as Harpic, Haze and Immac.
The major change concerns fabric conditioner products in the fabric care category, where McCann has picked up business including global brand Quanto and Spanish brand Flor.
McCann will also work on global brands such as Dettol, Air Wick and Gaviscon.
The dishwashing category, comprising brands such as Calgon and Finish, remains unchanged and will be handled by roster agencies including WCRS and Roose & Partners.
Reckitt Benckiser executive vice-president of category development Marcello Bottoli says the decision was made to bring about stability on some brands following the merger, while retaining the flexibility of creative agencies across other products.
Bottoli adds: “This partnership ensures the health and growth of our leading brands. It provides us with consumer and strategic insights, outstanding creativity and unparalleled geographic reach.”
Reckitt Benckiser recently handed its &£27m UK media planning and buying business to BMP Solutions In Media.