NEW YORK: Reckitt Benckiser recently selected Euro RSCG Worldwide PR as its agency for Durex, following a review and the company's recent acquisition of Durex from SSL International.
Euro RSCG has been the creative AOR for the company and its portfolio of brands for a number of years. While that relationship may have put the shop's PR arm in the running, Alan Cheung, senior brand manager for Durex, said that it was, in large part, the agency's capabilities and expertise in the sex category that brought it home.
“It made sense to go with Euro RSCG PR as we're trying to revamp the brand in the US. We're committed to putting an investment into the brand that it may not have seen in the past,” he said. “It also makes it easier to have the AOR for creative, with everyone at the table.”
He added that the team is still working out the scope, but the agency will initially focus on PR and events-based activation work.
“We will further develop digital accordingly,” he said.
All existing creative and media work for Durex was transitioned from Ogilvy & Mather to Euro RSCG Worldwide as of March 1, he noted.
Through Ogilvy & Mather, Ogilvy PR Worldwide had supported the last US campaign prior to the acquisition. However, Ogilvy PR confirmed that it was not the incumbent in the recent review, nor did it participate in the review.
Sources said that the final review came down to three agencies, though the company would not divulge details.
Cheung confirmed that Porter Novelli will continue to handle PR for Reckitt Benckiser brand Veet, and Lippe Taylor is still the agency for Clearasil.