IPG Mediabrands’ Initiative bags Reckitt Benckiser mandate in India

18 Dec,2013

By A Correspondent


When a top FMCG advertiser moves its media agency mandate globally, there’s a stir in the advertising marketplace. Reckitt Benckiser (RB), which owns 19 big brands like Dettol, Strepsils, Durex, Clearasi, Harper, Bang, Mortein etc, has appointed the Aegis, Havas, Publicis and IPG networks as its global media agency partners. In India, where RB is among the five biggest adspenders, IPG Mediabrands’ Initiative has been appointed the media agency.


This follows a global review to ensure the company benefits from “best-in-class media planning and buying” across around 60 markets in which it advertises. RB had existing arrangements with Havas and ZenithOptimedia (Publicis). Aegis and IPG are new additions to its global roster. Initative takes over the mandate in India from ZenithOptimedia.


Said Heather Allen, executive vice president global category development, “Our media investment is critical for our brands to engage with consumers around the world.  Reckitt Benckiser 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 partners and us going forward.”


“The learnings that we have got on the RB business will stay with us and we are richer for these. We thank RB for their support and wish them and their new agency all the very best for the future,” said Anupriya Acharya, Group CEO, ZenithOptimedia India.



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