In December, the FMCG giant handed its media account to IPG Mediabrands’ Initiative in Malaysia, Singapore and India and split global duties among the Aegis, Havas, Publicis and IPG networks.
Aegis marked a big win in the US, replacing Publicis Groupe’s ZenithOptimedia. However, ZenithOptimedia retained the account in the UK and Australia.
Last year, Reckitt Benckiser increased its media spend by 26 per cent. According to Nielsen’s estimate, the account is worth $81 million.
In December, RB called a global creative review, putting incumbent Havas Worldwide on alert.