NEW YORK: Woolite has selected Porter Novelli to work with it on upcoming campaigns, expanding the agency's relationship with parent company Reckitt Benckiser.
PN won the mid-six-figure contract following a competitive bid that included incumbent Boston-based Schneider and Associates, said Lisa Rosenberg, partner and MD at PN. Representatives at Woolite were not immediately available for comment.
“[Reckitt] uses multiple agencies and has different relationships on different brands,” Rosenberg said. “Certainly when you look at a parent company you want to grow business with them.”
Julie Hall, EVP/partner at Schneider and Associates, said she was not surprised by the turnout, because she believed Reckitt has tried to consolidate its agency relationships. “We're proud of the work we did with them and the reality is Reckitt, as a company, has been looking to consolidate for some time and so it makes sense,” Hall said.
Her agency was among the two finalists for Woolite business, and remain the agency for Reckitt's dCon repellent brand.
PN will help the brand introduce Woolite Complete, which is launching next year and designed for use with everyday clothes. The agency will also optimize Woolite's relationship with cable TV personality and host of TLC's What Not to Wear, Stacy London.
“Most people traditionally viewed Woolite for their fine delicates or hand-washables,” Rosenberg said. “This will help position Woolite as being for all fabrics and not just special occasion washes.”
She added that she expects the relationship to extend beyond the product launch.
The agency began working with Reckitt's Lysol brand in 2004, which Rosenberg describes as “a very important piece of business” to PN. Since that time, it has added Reckitt's Mucinex and Finish brands, as well as limited work with Airwick.
Rosenberg noted that the new win is a chance for PN to use the same demographic, mostly women, that it targets for Lysol and Finish and expand it to Woolite.