Reckitt Appoints McCann Content Studios as UK Social and Influencer Agency of Record

McCann London’s in-house Social and Influencer specialist unit, McCann Content Studios, has today been appointed UK Social and Influencer AOR for Reckitt’s UK Health brands. McCann Content Studios in London won the business following a competitive pitch which included five agencies.

Reckitt appointed McCann Content Studios to elevate their brands on social by creating meaningful engagement with consumers, driven by an always-on strategy for owned, paid and influencer strategy, and amplification ideas to create hero reach moments throughout the year. This includes real time activations, reporting and community management of their social channels.

The first campaigns will go live for Veet, Durex and Dettol in Summer 2024.

McCann Content Studios launched globally in 2023, bringing together McCann's Social, Influencer and eCommerce expertise into one specialist unit, following the acquisition of influencer agency ITB who sit within McCann London.

With centres of excellence in the UK, New York, Paris, Singapore, and Dubai, McCann Content Studios’ client portfolio includes Aldi, L’Oreal, Just Eat, Microsoft, Heinz and UGG.  ITB launched in 2008 and has worked with brands including Dior, Calvin Klein and Chivas Regal.

David Shillcock, marketing director, said, “We are very excited to have McCann Content Studios as a key partner in our growth ambitions. Their ability to challenge the status quo to deliver commercial results will be a key pillar in our new consumer connections strategy at Reckitt Health – where we see massive headroom to step change our social and influencer model.”

Polly McMorrow, CEO, McCann London said, "Reckitt is an incredibly special client partner of ours, and we couldn’t be more excited to expand our relationship with them through our MCS offering. Powered by our strong strategic rigour and creative legacy in building enduring brands, alongside the depth and breadth of global McCann Worldgroup resources, MCS is uniquely placed to drive creatively relevant content and achieve truly connected thinking for all our clients.”

Crystal Malachias, head of McCann Content Studios London & global head of influencer at McCann said, “After launching MCS in September we’ve been seeing an increased interest for our differentiated social and influencer operating model, one that tackles the many challenges faced by brands online today. We can’t wait to put this into practice and flex our creativity with three exciting and very different brands, developing their unique social voice and creating the fame they all deserve.”