Reckitt Benckiser Consolidates Media Buying

Following an extensive review, Reckitt Benckiser plc (RB) the global consumer products giant has appointed two lead global media agencies to concentrate media buying relationships for its 17 Powerbrands. The consolidation will bring economies of scale, enhance media capabilities and ensure a fully integrated approach across the brands. The assignment will be split between Havas Media Group and Publicis Group, both of whom are already working with RB in some parts of the world. The contracts are worth in the order of £800 million per year.

The company currently spends 12.4% of its global net revenues on buying advertising media – putting it in the very top echelons of the global consumer goods peer group.

In addition to traditional media planning and buying, online and digital media was part of the global review, highlighting the growing importance RB is placing on engaging with consumers in the digital landscape and taking a fully integrated communications approach.

Rakesh Kapoor, Executive Vice President Category Development said “Consumer media habits are evolving all the time and in the current economic conditions we need to think radically. Our new approach to media buying and planning introduces game-changing strategies in every aspect of how we communicate with our customers, which we need if we want to continue our track record of superior performance.”

The consolidation will bring economies of scale and further improve consistency in media strategies and implementation across countries, with the ultimate objective of strengthening RB’s Powerbrand equity management across the globe.

Rakesh Kapoor said, “We have chosen two global media partners that will bring us new consumer insights, better capabilities in technology and systems and superior skills in ensuring that we build better consumer engagement strategies and executions.”  

The process was managed by the RB Global Media Teams in London & NY. Global agency players Havas, OMG, Publicis and WPP pitched for the contracts.


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