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


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.