Reckitt Benckiser’s $680 million global creative account under review

Reckitt Benckiser’s $680 million global creative account under review

Author | Pritie S Jadhav | Friday, Mar 10,2006 8:04 AM

Reckitt Benckiser’s $680 million global creative account under review

Reckitt Benckiser is in the process of reviewing its global creative account, which is pegged at $680 million. The company has operations in 60 countries, sales in 180 countries and has net revenues in excess of $5.19 billion. The global creative business is currently serviced by JWT, McCann Erickson and Euro RSCG.

Last month, Reckitt Benckiser had completed the acquisition of Boots Healthcare International for approx $331 million. This deal has seen Reckitt, which owns global brands such as Lemsip, Dettol, Gaviscon and Finish, also acquire the Clearasil, Strepsils, Nurofen, Optrex and E45 brands. It, thus, gains a new platform for growth in the attractive OTC (over the counter) healthcare market. This acquisition has added McCann to Reckitt’s roster agency list.

It is believed that the reason for Reckitt to call for this global creative account is because it is looking to reduce its roster agencies from three to two.

When contacted, Anne Engerant, Marketing Director, Reckitt Benckiser (India) Ltd, said that she didn’t want to comment on the issue just yet.

Reckitt Benckiser India, a 51 per cent subsidiary of Reckitt Benckiser Plc, has a wide product portfolio of consumer brands in antiseptic, household care, toiletries, laundry, insect repellents and shoe care categories. Dettol, Mortein, Robin, Harpic, Lizol, Colin, Cherry Blossom are among its well-known brands.

In India, Reckitt Benckiser is serviced by Euro RSCG and JWT, with the former handling household brands like Mortein and Cherry Blossom and detergent products – Vanish, Robin liquid. The other products in Reckitt Benckiser India’s portfolio are handled by JWT. In India, the media account is handled by MPG.

Voicing his views on the entire creative review, Suman Srivastava, President, Euro RSCG, said, “We share a good rapport with Reckitt Benckiser and we are bullish about the end result.”

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