Reckitt Benckiser has ditched WCRS as the agency for its Vanish brand, and has handed the £2.6m business to Roose & Partners.
The move follows a pan-European agency review for the stain-removal brand and marks an end to WCRS’s four-year relationship with the household goods giant.
Roose & Partners already handles the Finish and Calgon brands. RB’s Haze, Harpic, Immac and Dettol brands are handled by McCann-Erickson. Business for these brands is unaffected by the review.
The decision to move the Vanish account into Roose & Partners follows the recent announcement that RB intends to streamline its agency roster in the UK.
The review does not affect media planning and buying. Last year the company awarded its media business in the UK, understood to be worth £27m, to BMP Solutions in Media.
Roose & Partners, which created the advertising identity for the Finish brand in 1995, is working on a new campaign idea to “propel the brand beyond its current £100m annual sales in the UK.”
The household goods company has teamed up with the Hoover Company USA to launch a cleaning product, which is to be launched in the US market this month (MW October 18).