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Reckitt Benckiser has expanded its roster of media agencies following a global review of its media planning and buying business.
Previously, the business was split primarily between Publicis Groupe's Zenith Media (U.S.) and Havas' Havas Media (international markets). And while units of those holding companies will continue to work for Reckitt, regional assignments have shifted.
The U.S. business, for example, will now be handled by a unit of Dentsu's Aegis.
In addition, Interpublic Group's Initiative–a bit player on the roster previously–has doubled the number of countries it now handles, to eight.
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