Euro RSCG, part of French group Havas Advertising, won the fabric care, dishwashing and home care brands, which includes the Vanish, Resolve, Calgon, Woolite, Calgonit, Finish, Electrasol, Jet Dry, Airwick and Mortein brands. It will head the work out of its London office, after a pitch involving the UK, France, Germany, US, Brazil, Australia and India offices.
JWT, owned by the WPP Group, won the surface care and health and personal care brands, including Gaviscon and Lemsip.
The two winning agencies pitched alongside JWT sister agency Ogilvy & Mather.
The incumbent on the business was McCann-Erickson Worldgroup, which was fired from the account in November after parent company Interpublic acquired True North, creating a conflict with its Foote, Cone and Belding subsidiary's SC Johnson account.
Elio Leoni Sceti, executive vice-president of category development at Reckitt Benckiser, said: "During the review process, we were looking for agencies that could demonstrate global capabilities and strong central coordination, along with the ability to adapt campaigns to individual markets."
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