Reckitt Benckiser Picks Digital Shop for Cold Remedies

Agency formerly known as LBi to handle 3 brands

The agency formerly known as LBi has won a pitch to handle digital marketing around a trio of Reckitt Benckiser healthcare brands, the company has confirmed.

The brands are Mucinex, Cepacol and Delsym. Revenue on the business is estimated at $1 million.

In February, LBi became part of fellow Publicis Groupe agency MRY in the U.S. Accordingly, LBi now operates domestically as MRY. (Also in February, LBi's overseas offices merged with sister shop Digitas to create DigitasLBi.)

Sources identified the other finalists for Reckitt's account as Digitas Health and Havas Lynx.

There was no incumbent per se because Reckitt previously doled out digital assignments on a project basis. By bundling the over-the-counter brands into a single account, the marketer has established a lead digital shop on its core cold remedies.

In the pitch, the winning agency's executives “demonstrated a clear understanding of our business and a vision to move it forward in the digital space,” a Reckitt Benckiser representative said today.

The review, which began in the fall, was managed by Ark Advisors in New York. 

During the process, Reckitt acquired Schiff Nutrition in the U.S. for an estimated $1.4 billion. Within Schiff’s portfolio is Airborne, a line of immune support products that compliments the likes of Mucinex and Delsym.