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Reporting to executive vice-president of categories development Elio Leoni-Scheti, Zharifi will be responsible for the marketing of Reckitt's fabric treatment portfolio, which accounts for £230m in global revenue.

The products include its market-leading Vanish product in the UK as well as Spray 'n' Wash and Resolve in the US.

Zharifi replaces Jeremy Caplin who left earlier this year to become European marketing director at online recruitment network Monster.

Reckitt announced last week it was splitting its £300m global ad account between Euro RSCG Worldwide and J Walter Thompson, to take effect from January 2003.

Euro RSCG was awarded the fabric care, dishwashing and homecare categories, responsible for Vanish, Resolve and Finish. JWT picked up the global brief for surface care, health and personal care including brands such as Dettol, Harpic and Gaviscon (Marketing, April 18). However, local agencies such as Roose will continue to produce ads for Vanish in the UK until the end of the year.

Reckitt was forced to hold the pitch after McCann-Erickson, its primary incumbent creative agency, resigned in November over conflicts stemming from its acquisition of the True North network.

The company is striving to achieve consistency across all its brand communications as part of its 'Powerbrands 2005' strategy.