Agencies wait to see who will take pole position following SSL takeover talks
Easy come, easy go? Will a takeover mark the end of McCann\'s Durex ads?
SSL International, the Cheshire-based maker of Durex and Scholl, confirmed late last month that it is in takeover talks, with many financial experts claiming that household products group Reckitt Benckiser is the most likely suitor.Any takeover of the firm could lead to a review of the marketing briefs, a factor that may well affect McCann-Erickson Manchester, the holder of the much coveted Durex account.
In a further Northern twist, if Reckitt proved to be the successful bidder for SSL, CheethamBellJWT may be potential benefactors as they hold RB’s £10m healthcare account. A piece of business that, coincidently, previously resided at McCann-Erickson Manchester’s specialist healthcare division. As a result of scooping the account, CBJWT currently handles the advertising for high-profile brands such as Gaviscon, Senokot and Lemsip.
Takeover talks are still very much in their infancy and Reckitt Benckiser are not alone in their interest in SSL, with both Boots and US giant Kimberly Clark rumoured to be considering bids. Any sale would probably see huge payoffs for chief executive Brian Buchan and FD Garry Watts, with Watts receiving a minimum of £436,500 and Buchan pocketing at least £658,000.