Articles from AdWeek Advertising and branding

After a global review of a handful of its biggest brands, Reckitt Benckiser has added three agencies to its creative roster. Droga5 has picked up creative responsibilities on Air Wick and Clearasil, while McCann Erickson has landed Mucinex and Delsym. Wieden + Kennedy, meanwhile, has won Finish's creative account. Global media spending was not available but in the U.S. alone last year, the brands collectively spent more than $100 million in media. Most of the brands were previously handled by Havas Worldwide, which remains a leading roster shop that handles more than a dozen brands.

Here's an amusing bit of mischief. Coca-Cola brought together fans on both sides of one of soccer's fiercest rivalries by making them give each other sodas. "Fair Play Machines," a campaign from McCann in Milan, shows the brand placing a pair of its signature high-tech, manipulative vending machines at opposite ends of San Siro Stadium in Milan while club teams Inter Milan and A.C. Milan were facing off there. Fans of each team could hit a button to serve a Coke to an opposing fan at the other machine—effectively forcing opponents to do something nice for one another.

What do millennial women want? Jewelry, and especially engagement rings, according to Refinery29. In March alone, the fashion portal attributed a whopping 4 million pageviews to the sparkly bands. That’s not necessarily what women are buying, however. When it comes to clicks that translate into sales, Refinery29’s users splurge on beauty. “The products that drive a lot of the click-through buys are the items that have utility for [our readers],” said Connie Wang, Refinery29 style director.

Internet activists and consumer groups are hoping to mount another Stop Online Piracy Act (SOPA)-like campaign to convince the Federal Communications Commission to adopt ironclad net neutrality rules and abandon its current proposal. The campaign will begin in earnest May 15 when the FCC kicks off the formal rules procedure, which more than 100 groups fear will create “fast lanes” where big content providers will be allowed to pay ISPs for faster delivery, passing that cost off to consumers. Internet activists have been here before.