Reckitt Reviews Global Media

Consumer-goods giant Reckitt Benckiser has launched a global review of its media assignments, the company has confirmed.

The conglomerate spends an estimated $1.3 billion annually in measured media worldwide.

In the U.S., which is part of the review, Reckitt spent slightly more than $500 million on ads in 2008, up 20 percent from 2007, according to Nielsen. Through March of this year, the client spent about $130 million in domestic media.

In the U.S., Havas-owned MPG is the incumbent. Other shops on the global roster include Omnicom Group’s OMD and Publicis Groupe’s Zenith Optimedia.

In a statement, the company said: “Our commercial success lies in the fact that we constantly work with our agencies to review the opportunities available to us, and to ensure that we remain ahead of the market in our use and understanding of all the options. Nowhere is this more important than in the field of media, where we must reflect not just rapidly changing technology but also social attitudes and trends. The company has excellent working relationships with a number of media agencies around the world, including MPG, OMD and Zenith Optimedia, and we conduct regular reviews looking at new and improved ways to spend our budget.”

The company also said it was “continuing to support our brands heavily throughout the downturn, underlining our belief that in such times targeted investment in advertising is key to the future growth of our brands.”

Like many other marketers, Reckitt also confirmed plans to spend more heavily in digital going forward, noting the importance of “embracing the channels that our consumers are more readily choosing to engage with and seek entertainment and information from.”

Reckitt is based in the U.K., with brands that include Vanish, Clearasil, Woolite, French’s Mustard, Electrasol, Lysol and Mucinex, among others.

With 23,000 employees and operations in 60 countries, the company reported revenue of $10.8 billion in 2008, up 25 percent over the previous year.

The client’s lead agency for global creative duties is Havas’ Euro RSCG. The business was consolidated at Euro in 2006 after a global review.

Nielsen Business Media