Reckitt Benckiser appoints BBH

Household products giant Reckitt Benckiser has appointed Bartle Bogle Hegarty (BBH) to handle the creative responsibility for its Airwick brand, more than a year after a pitch was called against RB’s agency of record Euro RSCG.

Air Wick

Sources say that BBH will not be responsible for Airwick’s global creative duties, and that its work will be run in some of the markets across the world. Euro RSCG will continue to service the brand globally.

Euro RSCG was appointed to RB’s £1bn global advertising business in 2006 for its entire portfolio of brands.

RB has a clause in its contract that “fosters competitive environment” and allows the FMCG company to seek creative output from “external partners while maintaining a clear commitment to one global agency partner (Euro RSCG).”

Last year, Mother was appointed to produce work for RB-owned Nurofen brand.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here