Reckitt Benckiser has handed its entire pounds 27 million UK media
planning and buying business to BMP Solutions In Media after a final
four-way shootout for the centralised account.
Solutions in Media pitched against the Media Edge/Media Planning, New
PHD and Universal McCann in the final stages of the review and is now
understood to have picked up the business. The unsuccessful agencies
were informed of the decision earlier this week.
The media review was sparked by the pounds 4.8 billion international
merger last November of the two household goods giants Reckitt & Colman
OMD, Solutions in Media’s sister UK media agency, was the incumbent on
the pounds 9 million Benckiser UK media business and had also picked up
the Reckitt & Colman household products division from Universal McCann
at the end of last year. The incumbent on the Reckitt & Colman
pharmaceuticals business was Carat.
Solutions in Media will now take on the entire portfolio of brands for
the newly merged company, including Vanish and Finish, Dettol, Harpic,
Immac and Lemsip. Reckitt Benckiser’s make-up and fragrance division
Coty - whose brands include Rimmel, Lancaster and Sensiq - is already
handled by OMD.
The UK centralisation is part of a global overhaul of Reckitt
Benckiser’s entire media planning and buying strategy.
Each of the major territor-ies will undergo a media review, with the
cost efficiencies to be gained from pooling the media of the two
original companies now becoming a priority.
No-one at BMP Solutions In Media or Reckitt Benckiser was available for
comment as Campaign went to press.