McCann Worldgroup wins Durex global brief

MRM will work with McCann London and other McCann Worldgroup agencies across Europe on the account.

Durex: post-lockdown “Freedom” billboards from 2021 by Havas London.

Durex has picked MRM and McCann Worldgroup to become the global brand lead in Europe and the US.

MRM and McCann Worldgroup take over from VaynerMedia, which won the account in 2021 and launched “#FitMatters” last summer.

Owned by Reckitt, Durex joins McCann Worldgroup’s wider portfolio of Reckitt brands, including Lysol and Enfamil.

McCann London also has a longstanding partnership with Nurofen and Dettol, and MRM New York works with Durex in the US.

A number of teams will collaborate on the account, including a core team led out of MRM UK, McCann London’s strategy and creative capability and other McCann Worldgroup agencies across Europe, including in Germany, France and Italy.

Rikke Wichmann-Bruun, chief executive of MRM UK, said: “We are so thrilled to have this amazing opportunity to work with such an iconic brand. Our partnership with Durex is born out of our client-centric approach.

“Our starting point is always the client’s business objective, around which we build an agency-agnostic, bespoke, integrated, agile agency and client team, seamlessly collaborating with other agency partners.”

MRM and McCann Worldgroup will be tasked with providing global brand guidance, as well as creating local brand activations, platforms and marketing campaigns.

Ioana Filip, chief creative officer of MRM UK, added: “A powerful brand, a brave client, a category that plays such a meaningful role in people’s lives – what an amazing creative opportunity for us to create brand work that moves culture.

“There’s only a handful of brands out there that are present in people’s most pleasurable moments but at the same time save lives, stand against biases, and open meaningful intimate conversations across countries and cultures.

“Durex is right there at the top of that list. I’m beyond excited to continue the journey of creativity with impact that we’ve started with Reckitt brands across our McCann London and MRM New York offices and can’t wait to bring to life our first global creative work.”