Euro RSCG wins Clearasil digital account
16 Jul 2009
Reckitt Benckiser has appointed Euro RSCG to handle the digital account for its brand Clearasil in Australia, following a pitch against three other agencies.
The pharmaceutical company is an existing Euro client, and the agency will now lead digital for Clearasil around a creative idea called 'Be Yourself for Real'. It works around the idea that teenagers spend lots of time online, and this campaign will be a challenge to that age group to ''give their online friendships a reality check'' and connect with their friends in the real world.
The win could be worth as much as $1.5 billion in worldwide billings for the network.
Earlier, Euro and JWT had an approximately equal split of Reckitt's advertising business. The rest was held by McCann Erickson following the sale of Boots Healthcare International to the German FMCG giant in October 2005.
Reckitt originally called a review of its three agencies, Euro RSCG, JWT and McCanns, in March with the aim of reducing its roster from three to two.
The networks were all asked to produce a television spot for one of three of the company's brands: Clearasil, which was held by McCanns; Veet, which was handled by JWT; and Air Wick, which is with Euro RSCG.
