Reckitt Benckiser (RB) has ended 2013 with some big changes in its media partners globally, the impact of which will also be seen in Asia. The newly appointed media partners on the FMCG major’s roster are Initiative from IPG Mediabrands and Carat from Aegis Media. For Initiative the win has come in India, where RB was previously handled by ZenithOptimedia. Initiative is also expected to be handling RB’s media mandate in some of the Southeast Asia markets. This development takes RB’s global roster to four agencies, the other two being Havas Media and Publicis agency ZenithOptimedia.
This new roster follows a global media review called by RB in August 2013 with the objective to ensure the company benefits from best in class strategic media planning and buying across the near 60 markets in which it advertises. RB has existing global partnerships with Havas and ZenithOptimedia (Publicis) – while Aegis and IPG are new additions to its global roster.
Heather Allen, Executive Vice president – Global Category Development, Reckitt Benckiser said, “We were delighted with the quality of the proposals we received from both our existing partners and the new ones, with whom we are excited to be working with for the first time on a global basis. Our media investment is critical for our brands to engage with consumers around the world. RB is one of the world’s fastest growing companies in consumer health, hygiene and home and we’re looking forward to successful growth for our agency partners and us going forward.”