Kate Nicholson
Jun 30, 2010

Agencies boycott Reckitt Benckiser media pitch in India

NEW DELHI - A bitter fight has erupted between Reckitt and the advertising industry in India over the past month, after the consumer goods company's decision to impose a pitch fee for its media buying business.

Dettol is a key Reckitt Benckiser brand

The country's biggest media buying agencies have rejected Reckitt's demands for up to US$10,000 to pitch, as well as compensation deals for subsequent drops in TV ratings and the payment of commissions for the first 12 to 18 months of the business.

The Advertising Agencies Association of India AAAI has already advised agencies against pitching for the account.

It is believed that up to ten agencies are involved in the boycott, including MPG, GroupM, OMD...

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