Benjamin Li Emily Tan
Dec 18, 2013

Reckitt Benckiser divides Asia between Initiative, ZenithOptimedia and Havas

ASIA-PACIFIC - Reckitt Benckiser (RB) has handed its media account in India, Malaysia and Singapore to IPG Mediabrands' Initiative as it splits its global duties among the Aegis, Havas, Publicis and IPG networks after a global review.

Reckitt Benckiser divides Asia between Initiative, ZenithOptimedia and Havas

According to industry sources, Havas Media were handling "a few small markets" for RB in Asia-Pacific, out of which the network has retained one market. Unfortunately, we were unable to confirm the market Havas continues to manage. 

Although it lost India to Initiative, ZenithOptimedia managed to retain its Asia-Pacific foothold in China and Australia. 

Aegis Media's Carat has picked up planning and buying in many countries, including the US. In Asia, the network will handle planning and buying for Indonesia, Thailand and the Philippines, as well as a strategic planning remit for Southeast Asia, a spokesperson confirmed. 

This new roster follows a global media review by RB for the nearly 60 markets in which it advertises.

RB already had partnerships with Havas and ZenithOptimedia. Aegis and IPG are new additions to its roster.

"We were delighted with the quality of the proposals we received from both our existing partners and the new ones, with whom we’re excited to be working with for the first time on a global basis," Heather Allen, RB’s executive vice president of global category development, said in a statement. "Our media investment is critical for our brands to engage with consumers around the world. RB is one of the world’s fastest growing companies in consumer health, hygiene and home and we’re looking forward to successful growth for our agency partnersand us going forward.”

Update, 5 pm, 18 December: Added the information above regarding Carat.


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