Household products and cosmetics giant Reckitt Benckiser wants to promote its Finish, Airwick, Veet and E45 brands.
The FTSE 100 company has occasionally used PR in the past – notably Clarion for its Veet brand (PRWeek, 5 September) – but this is the first brief of this scale.
Marketing director Phil Thomas, who joined this year from Procter & Gamble, instigated the change in tactics for the brands, which have traditionally relied on TV advertising.
Biss Lancaster brands director Jo Grierson heads the account, reporting to Thomas. Grierson said Biss would engage with ‘housewives and mums’ for the Finish and Airwick brands and make more of Veet’s sponsorship of ITV programme Emmerdale.
E45 – long recommended by doctors and dermatologists as an eczema treatment – is to make more of its cosmetic function.
Last year, Reckitt Benckiser brought in Euro RSCG as its global advertising agency. Biss Lancaster has picked the business through this link.