Reckitt Benckiser splits global media duties between Zenith, MPG

Following an extensive review, Reckitt Benckiser the global consumer products giant, has appointed two lead global media agencies to look after media buying relationships for its 17 Powerbrands.

The assignment will be split between Havas Media Group and Publicis Group, both of whom are already working with Reckitt Benckiser in some parts of the world.

According to sources close to the development, MPG has retained the account in India and South Asia.

The contracts are worth in the order of £800 million per year. In addition to traditional media planning and buying, online and digital media was part of the global review, highlighting the growing importance Reckitt Benckiser is placing on engaging with consumers in the digital landscape and taking a fully integrated communications approach.

Rakesh Kapoor, executive vice president - category development said, “Consumer media habits are evolving all the time and in the current economic conditions we need to think radically. Our new approach to media buying and planning introduces game-changing strategies in every aspect of how we communicate with our customers if we want to continue our track record of superior performance.”

Added Kapoor, “We have chosen two global media partners that will bring us new consumer insights, better capabilities in technology and systems and superior skills in ensuring that we build better consumer engagement strategies and executions.”