Reckitt Benckiser Expands Its Media Agency Roster

Units of Interpublic, Dentsu pick up business

Reckitt Benckiser has expanded its roster of media agencies following a global review of its media planning and buying business.

Previously, the business was split primarily between Publicis Groupe's Zenith Media (U.S.) and Havas' Havas Media (international markets). And while units of those holding companies will continue to work for Reckitt, regional assignments have shifted.

The U.S. business, for example, will now be handled by a unit of Dentsu's Aegis.

In addition, Interpublic Group's Initiative–a bit player on the roster previously–has doubled the number of countries it now handles, to eight. The agency's new assignments are India, Malaysia, Singapore and Bangladesh. Initiative also retained its business in Germany, Austria, Switzerland and Slovakia.

All told, Reckitt spends an estimated $500 million annually on media worldwide.

"Our media investment is critical for our brands to engage with consumers around the world," said Heather Allen, the company's evp of global category development. "RB is one of the world's fastest growing companies in consumer health, hygiene and home and we're looking forward to successful growth with our agency partners and us going forward."

Reckitt's portfolio of products includes Mucinex, Scholl, Lysol, Finish, Woolite, Air Wick and French's.

The media review, which included both traditional and digital buying, began in the summer and concludes a week after the global creative review began. Reckitt is reviewing creative responsibilities on three of its largest brands: Finish, Air Wick and Clearasil. The incumbent, Havas Worldwide, is defending.