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