Reckitt Benckiser reviews Nurofen account

LONDON - For the second time in four months Reckitt Benckiser is forcing Euro RSCG, its incumbent global agency, to defend a chunk of its £800 million advertising business.

Nurofen...ad account review
Nurofen...ad account review

The agency will pitch against Mother on a global brief for Reckitt’s pain-relief drug Nurofen. A decision is expected in the next few weeks.

The FMCG giant has a clause in its contract that allows it to pitch out two pieces of business every year to non-roster agencies.

In May, the company evoked this clause for the first time, when it forced Euro RSCG to pitch against Bartle Bogle Hegarty for its Air Wick account.

The first work for the brand was expected to break in the latter stages of the year but the two agencies’ pitch work is still in research.

Euro RSCG was already a Reckitt roster agency on brands including Mr Sheen, Vanish and Air Wick when it scooped the entire global advertising account in July 2006, after a pitch against the company’s other roster agencies, JWT and McCann Erickson.

In May, Reckitt instigated a review of its entire global media planning and buying account.

The pitch is ongoing between all of the agencies currently on the FMCG giant’s roster, including OMD (which handles the £90 million UK business), MPG and ZenithOptimedia.

The company also recently announced that it had increased its global media spend by 26 per cent to £800 million in 2008 and that it would be increasing that again in 2009.

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