The McCann Time Capsule: On an Early and Current Client
As one of the first international agencies, McCann played an early role in helping its U.S. clients expand their brands into new countries abroad. While this most famously included the introduction of the ESSO gasoline brand in Europe in the late 1920s, McCann in that period also helped clients such as Beech-Nut, Borden’s and CPC/Best Foods launch their brands in England, France, and Germany.
This cross-border introduction of brands also ran in the other trans-Atlantic direction. The Reichardt Cocoa & Chocolate Company, one of McCann’s first account wins in Germany, also asked McCann New York in 1928 to explore introducing its products in the U.S. market.
But international companies that were not working with McCann also turned to it for cross-border brand work. In September 1916, in fact more than a decade before the agency opened in Europe, it carried a newsletter item about a new English client.
As the item read:
“Reckitt’s Ltd., an English Corporation with branch offices in this country, have come to us for advice in regard to the marketing of their blueing. At the present time this Company has about 90% of the business in product in and adjacent to New York City. They are considering going out into the “provinces” after more business and we are now conducting an investigation along this line.”
In the ever-spinning world of global business, Reckitt’s, which through a number of mergers and acquisitions over the years has now become the major global health, hygiene and home products company, RB (Reckitt Benckiser), is once again a client of McCann’s, this time for much more than an “investigation” in the “provinces.”