Reckitt Benckiser is centralising its pounds 27 million UK media
account and has invited agencies to pitch for the business.
The move follows the pounds 4.8 billion merger of Reckitt & Colman with
the Dutch household products company Benckiser which was completed in
The company is to review all its media arrangements on a
country-by-country basis and has begun a review in the US.
OMD UK, which handles Benckiser’s household cleaners including Finish,
Vanish and Calgon; and Mediapolis, an agency outside Reckitt Benckiser’s
roster, are understood to be pitching in the UK.
It is not known whether Carat, the incumbent on the Reckitt & Colman’s
pharmaceutical business, has been asked to repitch. The cosmetic brand
Coty is not thought to be included in the review.
The household and pharmaceuticals giant started rationalising its media
agency roster last November when it moved the media for Reckitt &
Colman’s household products out of Universal McCann into OMD UK.
This shift came four months after the account was taken out of Carat and
put into Universal McCann, whose sister agency, McCann-Erickson, handled
Reckitt’s creative account. The move is thought to have been driven by
Reckitt Benckiser’s European controller, Ian Hutchinson, refused to