Following a multi agency pitch, Reckitt Benckiser has retained MPG India as the media AoR for India as well as South Asia.
At the global level, Reckitt Benckiser has divided the media business between Havas Media Group and Publicis Group for its 17 brands. Both the agencies have been handling the businesses in different part of the world. For instance, Havas Group's media agency, MPG handled the Reckitt Benckiser business in India.
The FMCG company spends more than 12 per cent of its revenues globally on buying media.
The company believes that this consolidation will bring economies of scale, enhance media capabilities and ensure a fully integrated approach across the brands. Digital media will gain prominence in media planning for all Reckitt brands, the official release said. In fact, digital media was also part of the global review besides traditional media.
In an official communiqué, Rakesh Kapoor, executive vice-president, category development, Reckitt Benckiser, said "Two global media partners will bring new consumer insights, better capabilities in technology and systems and superior skills in ensuring for better consumer engagement, strategies and executions."