MPG India has retained the media business of Reckitt Benckiser, the owner of brands such as Vanish, Veet, Clearasil and Dettol. MPG will be doing media planning and buying for Reckitt Benckiser. The account size is estimated at Rs 200 crore. MPG has been handling the business in India for the last four years since 2004.
MPG will also handle the business in South Asia. Meanwhile, ZenithOptimedia has also won the UK, the US, German and Northern European markets. The contracts globally are worth in the order of $800 million per year.
The company currently spends 12.4 per cent of its global net revenues on buying advertising media – putting it in the very top echelons of the global consumer goods peer group.
In an official communiqué, Rakesh Kapoor, Executive Vice President, Category, Reckitt Benckiser, said, “We have chosen two global media partners that will bring us new consumer insights, better capabilities in technology and systems and superior skills in ensuring that we build better consumer engagement strategies and executions. The process was managed by the RB global media teams.”
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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