The move will bring the UK business in line with RB in other markets, where it already operates as a single business unit.
Former general manager of RB Healthcare Camillo Pane will head up the integrated business and report to Brendan Collins, regional director of RB Northern Europe.
Pane will be supported by incumbent marketing directors Stefan Gaa (Healthcare) and Phil Thomas (Household/Personal care).
RB says by integrating the business, it will become one of the UK’s leading FMCG companies and one of the market’s major advertisers.
RB hopes the initiative will “provide quicker, more efficient service to customers”.
The company says the new structure for the UK business will provide “greater focus” and give the UK “greater influence in driving innovation” across global and UK brands in the portfolio, including Vanish, Strepsils and E45.
The integration will mean 90 commercial roles will relocate from RB’s offices in Hull to the UK household office in Slough. All senior managers affected by the restructure will continue to work with the integrated UK business or move to roles in the Northern Europe regional business.
The change will be effective from April 2010.
RB has just appointed Havas Media Group and Publicis Group as its two lead global media agencies to handle its £800m media planning and buying account for brands including Cillit Bang and Finish.