Reckitt Benckiser would soon be taking a call on which agency would be finally handling its media business. There are no official comments coming from the agencies or the client on the progress of the pitch yet, but it is understood that the contest is between ZenithOptimedia and the incumbent MPG.
According to sources, including that of the Advertising Agencies Association of India (AAAI), it is clear now that Lintas Media Group, that has Karishma Initiative as a sibling agency, was not a part of the pitch. Lintas officials are yet not giving any comments on the development citing the NDA (non disclosure agreement) signed.
A senior source close to the development said, "Will ZenithOptimedia be able to offer rates even lesser than what MPG offered? We should not forget that the pitch was reopened because MPG was not able to the meet the promised deliverables. It is a wonder what the online bidding process would have really done for this pitch, given that there were barely any contenders!"
The clauses of the pitch, which included a participation fee, foregoing the commission for a year and giving committed cost per rating kept most agencies away from this client that otherwise agencies would have lined up for.
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