Benckiser picks WCRS for pounds 5m Vanish account

WCRS has won a coveted place on the roster of the German-owned

household goods giant, Benckiser, by scooping the pounds 5 million

advertising account of its Vanish range of stain removers.

Vanish has a history of high-profile advertising in Britain, especially

on daytime television. Its most famous work was a series of surreal

commercials through Burkitt Weinreich Bryant & Clients in the mid 90s.

However, sales of its in-wash stain remover have been under pressure

since the arrival in the UK of the Ace Gentle Bleach brand, a rival

product from Procter & Gamble. The Vanish account has had a chequered

history of late and has been handled by three different agencies in the

past year.

Its incumbent agency, Clark & Taylor, won the account on a project basis

less than six months ago, prising it out of M&C Saatchi, which itself

had only won the business from Roose & Partners eight months

earlier.

Roose currently handles Benckiser’s other household goods brands in the

UK, notably its Finish range of dishwasher products, Calgon water

softener for washing machines and its new-product development work.

Benckiser’s media buying, which was centralised into BMP Optimum two

years ago, will not be affected by the latest change.

Benckiser’s Vanish range includes a line of carpet wipes, Vanish liquid

stain remover and a series of Vanish stain-removing sticks as well as

its in-wash stain-removal product.

No-one at WCRS would comment on the win and Benckiser’s marketing

director, Keith Edwards, could not be contacted as Campaign went to

press.

This article was first published on Campaign