In a rather quietly conducted process, Reckitt Benckiser (RB) had put up the strategy part of its media mandate up for a review. Various agencies were part of the pitch though exchange4media could not independently ascertain which agencies were in the fray for the RB strategy pitch.
Following this review, Reckitt Benckiser has decided to retain ZenithOptimedia for the strategy part of its business, and hence maintain ZO’s position as RB’s media AoR (agency of record).
The pitch was called for in October 2012 and did not include the pricing component. Neither Reckitt Benckiser official nor ZenithOptimedia team were available for comments but sources familiar with the situation have confirmed the development to exchange4media.
For ZenithOptimedia, this comes on the back of the agency retaining the media mandate for Nestle India.