It remains unclear which exact markets the agencies will be responsible for. China is not effected in the review. OMD retains the business here.
ZenithOptimedia has also won the UK, US, German and Northern European markets, while MPG will handle the business outside these markets.
ZenithOptimedia has also won the UK, US, German and Northern European markets, while MPG will handle the business outside these markets.
Both ZenithOptimedia and MPG referred calls to the client. ZenithOptimedia recently won BBC Worldwide's global media account, which has been estimated at nearly $50 million.
Rakesh Kapoor, executive vice-president category development, said: "Consumer media habits are evolving all the time and in the current economic conditions we need to think radically. Our new approach to media buying and planning introduces game-changing strategies in every aspect of how we communicate with our customers if we want to continue our track record of superior performance. We have chosen two global media partners that will bring us new consumer insights, better capabilities in technology and systems and superior skills in ensuring that we build better consumer engagement strategies and executions."
Last year, Reckitt Benckiser increased its media spend by 26 per cent to $1.3 billion and grew its revenues by 25 per cent.
In April it reported a 35 per cent rise in profits for the first quarter of the year, defying market expectations.
