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Reckitt Benckiser adds new creative agencies to global roster
MUMBAI: Reckitt Benckiser, the global consumer health, hygiene and home company, has appointed three new creative agencies to its global agency roster.
The review was managed by Agency Assessments International.
Droga 5 New York has been appointed to lead creative development on Air Wick and Clearasil globally. Wieden+Kennedy has been appointed to lead creative development on Finish globally.McCann has been appointed to lead creative development on Mucinex and Delsym. Havas WW continues to be a key agency partner and retains the rest of the extensive brand portfolio.
Reckitt Benckiser executive vice president global category development Heather Allen, said, “We are delighted that Droga5, Wieden+Kennedy and McCann will be partnering with us. The quality of the strategic and creative thinking we have seen throughout the review has been superb. We’re really excited about working with our entire roster of highly creative agencies. Creativity is at the heart of our growth strategy and we are very confident that we have the right partners to grow our brands”.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
