Byravee Iyer
Jan 13, 2015

Reckitt Benckiser revises agency roster

ASIA-PACIFIC - Mediabrands and ZenithOptimedia have made gains from Reckitt Benckiser’s latest agency review, according to sources within both agencies.

Reckitt Benckiser has spilt assignments between Mediabrands and ZenithOptimedia
Reckitt Benckiser has spilt assignments between Mediabrands and ZenithOptimedia

Mediabrands has retained the business in India, Singapore and Malaysia and has added Pakistan, Indonesia and the Philippines to its scope. Excluding India, the company’s media spend in these markets totals close to US$85 million.

ZenithOptimedia retained its Asia-Pacific foothold, snagging China, Australia, Taiwan, Vietnam, Australia and New Zealand. It did not pitch for the business in Korea or the Philippines.

Dentsu Aegis Network’s Carat previously managed the firm’s planning and buying for Indonesia, Thailand and the Philippines.

Other agencies that pitched, according to sources, include Havas, Dentsu and MEC. Emails to Dentsu and MEC went unanswered. A spokesperson from Havas denied knowledge of a pitch, noting that RB has an "annual price-bidding exercise" but that it "typically doesn't result in changes to the agency roster".

This new roster comes after a global media review by RB last year for nearly 60 markets, following which it handed its media account in India, Malaysia and Singapore to IPG Mediabrands' Initiative as it split global duties among the Aegis, Havas, Publicis and IPG networks.


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