Advertisement

Reckitt Benckiser Reviews Its Global Media Account

Expects to complete the process by year's end

Photo: Chris Ratcliffe/Bloomberg via Getty Images

Reckitt Benckiser has launched a global review of its media planning and buying business.

The review encompasses both traditional and digital media buying. A global media spending figure was not immediately available, but it is believed to exceed $500 million annually.

In the U.S. alone last year, Reckitt's media spending exceeded $370 million last year, down from about $385 million in 2011 and $430 million in 2010, according to Nielsen. Those figures don't include online spending.

Reckitt said that the assignment spans some 150 markets around the world. The company's varied portfolio of brands includes Lysol, Air Wick, Mucinex, Woolite, Veet, Finish, Calgon, Clearasil, Durex and Dr. Scholl's.

In 2009, the company consolidated the business at two agencies: Havas Media and Zenith Media. That consolidation came after a review.

The incumbents have been invited to defend, according to a Reckitt representative.

The goal of the review is to ensure that Reckitt "gets the best service capabilities and value for the money," the rep added.

Creative responsibilities are not in play. Havas Worldwide is Reckitt Benckiser's lead global creative agency.

Reckitt Benckiser expects to complete its search by the end of the year.

Advertisement

Advertisement