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.


Related Articles

Just Published

3 hours ago

Watch: Ogilvy China's Year of the Tiger epic

CEO Chris Reitermann and other executives appear in a poetic new year's film encouraging the agency's staff to carry the "powerful energy of the tiger forward" into the new year.

4 hours ago

HP gifts gamers with NFTs on their 18th birthdays

Because under-18s are now limited to three hours of gaming a week in China, leveling up to 18 is a big deal. HP's Omen brand, working with Wieden Kennedy Shanghai, welcomed 575 young people to 'gamerhood' with digital gifts.

5 hours ago

Vattanac Brewery's Krud aims to 'raise the ...

The Cambodian brewery is one of a handful of new players seeking share in a crowded market. It believes its focus on quality and a celebratory brand identity designed by TSLA will help it stand out.