Top Story

e4m_logo.png

Home >> Advertising >> Article

Reckitt Benckiser media pitch update: Who is in, who is not?

02-July-2010
Font Size   16
Reckitt Benckiser media pitch update: Who is in, who is not?

As the Reckitt Benckiser media pitch is progressing, the number of participating agencies is decreasing. Sources informed that Allied Media expressed its disagreement with one of the pitch clauses and had not had a final word of in or out with Reckitt since. Prachar withdrew closer to the pitch – reason cited was an unviable commercial term.

The fight is said to be now between ZenithOptimedia and Lintas Media Group, but exchange4media could not independently confirm on the participation of the latter at the time of filing the report.

As exchange4media had reported on June 7, 2010, the Reckitt Benckiser media pitch had ignited a series of heated conversations within the industry. As is known, a combination of agencies’ own decisions to regret to participate and Advertising Agencies Association of India’s (AAAI) diktat to abstain from the pitch had made the Reckitt Benckiser media pitch one of the least contested pitches in recent times, despite the size of the client.

Following all kinds of industry conversations, there were four agencies that were in talks with Reckitt Benckiser finally.

While Allied Media officials were not available for comments, sources informed that after Allied Media did not agree with the commercial term that was to do with the agency volume bonus (AVB) clause, the conversation did not conclusively end with Reckitt in either direction.

Prachar officials, too, did not offer any comments, but the agency is said to have pulled out of the pitch closer to the beginning of the online bidding process.

ZenithOptimedia is understood to be an active participant in the pitch. In a conversation with the AAAI officials, the agency cited global alliances as a reason to participate in the Reckitt pitch. Many sources touted Lintas Media Group or Karishma Initiative to be the other agency in the pitch. While Lintas officials have stated in the past that they would not do anything that was not in line with industry practice, sources informed that Lintas, too, was in the fray.

Also read:

Noorings: Reckitt Benckiser’s media pitch should be a wakeup call for the industry

Reckitt Benckiser media pitch moves forward despite AAAI diktat

Noorings: Reckitt Benckiser pitch one of the hottest discussions at exchange4media Conclave 2010

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients