Initiative retains Reckitt Benckiser account worth Rs 450 crore

During the pitch process leading agencies, including IPG Mediabrands, contested fiercely

e4m by Naziya Alvi Rahman
Updated: Dec 14, 2018 1:33 PM

Initiative from the IPG Mediabrands umbrella has retained the Reckitt Benckiser account.

In November, Reckitt Benckiser (RB), one of the leading global FMCG companies, had initiated a media pitch estimated to be around Rs 400-450 crore. Leading agencies including incumbent IPG Mediabrands had contested for the pitch fiercely.

exchange4media reached out to Initiative and Reckitt Benckiser but did not get a comment from them at the time of filing this story.

RB had appointed Initiative from the IPG Mediabrands umbrella as its media partner in December 2013 on the back of a global media review. Since then IPG has successfully retained the account despite annual pitches. Prior to IPG, the media duties were handled by Zenith Optimedia.

Meanwhile, the FMCG major that has a presence across 60 markets globally, in a recent development, gave part of its digital duties to Zenith Optimedia. As per industry sources, RB has divided its digital portfolio into two parts—Health, and Home & Hygiene. While Initiative will continue to manage Home & Hygiene, the first portfolio will be handled by Zenith Optimedia from January 2019. The move was an outcome of a global decision without any pitch being called.

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