Secure intercourse model Durex has prolonged its relationship with McCann Worldgroup, which is able to grow to be its world model lead and see it tasked with the event of a brand new advertising and marketing communications mannequin and model ecosystem.
The duty can be led by MRM, which already labored with the Reckitt-owned model within the U.S., whereas rising its remit throughout Europe as properly. Havas London beforehand labored with Durex previous to VaynerMedia London’s appointment in 2021, and can proceed to work with the model in different components of the world.
A group throughout MRM U.Ok. and McCann London’s technique and inventive providing will work with businesses from McCann Worldgroup in Germany, France and Italy to supply model steerage and native activations guided by the Durex model playbook.
“Our partnership with Durex is born out of our client-centric method,” Rikke Wichmann-Bruun, CEO of MRM UK, mentioned in a press release. “Our place to begin is at all times the shopper’s enterprise goal, round which we construct an agency-agnostic, bespoke, built-in, agile company and shopper group, seamlessly collaborating with different company companions.”
McCann Worldgroup already works with different components of the Reckitt model portfolio, together with Lysol and Enfamil, whereas McCann London works with Nurofen and Dettol.
Ioana Filip, chief inventive officer for MRM UK, added; “A robust model, a courageous shopper, a class that performs such a significant function in folks’s lives—what an incredible inventive alternative for us to create model work that strikes tradition. There’s solely a handful of manufacturers on the market which can be current in folks’s most delightful moments, however on the similar time save lives, stand in opposition to biases, and open significant intimate conversations throughout nations and cultures. Durex is true there on the prime of that listing.”
Not too long ago, VaynerMedia London has been growing social media-led campaigns for Durex within the U.Ok. and U.S., together with final summer season when it launched #FitMatters, which knowledgeable folks about utilizing a appropriately becoming condom.
