Finish calls £30m European pitch

Reckitt Benckiser has launched a review of its pan-European Finish

dishwasher detergent business, estimated to be worth £30 million,

as it initiates a new phase in the consolidation of its advertising

arrangements.



The pharmaceuticals giant has shortlisted an undisclosed number of

agencies to pitch for the business, which spends £6 million

annually in the UK.



The review follows Reckitt Benckiser's decision to consolidate £200 million-worth of its global creative business into McCann-Erickson

World-wide in June 2000. At the time former Benckiser brands, including

Finish, remained decentralised.



Finish is handled in the UK by Roose & Partners, although the agency is

not understood to have been invited to pitch for the pan-European

account. WCRS, which handles the Vanish range, is the third UK agency

with a footing on the Reckitt Benckiser roster, alongside Roose and

McCann.



The Finish brand's UK spend is divided between four sub-brands.

Powerball Detergent Tablets has the majority of the budget, three-in-one

dishwasher tablets, dishwasher liquid and detergent tablets take the

remainder.



Media planning and buying is not believed to be included in the

review.



Reckitt Benckiser awarded its £27 million media business in the UK

to BMP Solutions in Media in May last year.



The changes in advertising arrangements stem from the £4.8 billion

merger between the UK company Reckitt & Colman and its Dutch rival,

Benckiser, in 1999.



Neither Reckitt Benckiser nor any of the three roster agencies were

available for comment as Campaign went to press.



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