dentsu X wins media duties for Reckitt Benckiser

The account size is estimated to be Rs 500 crore. IPG’s Initiative is the incumbent agency

e4m by Naziya Alvi Rahman
Updated: Dec 10, 2019 4:05 PM


Dentsu Reckitt

Reckitt Benckiser (RB), one of the leading advertisers, has awarded its media mandate to dentsu X of Dentsu Aegis Network. The Rs 500 crore account was being handled by Initiative of IPG for the last six years.

As per sources, RB picked up the new agency after a month-long pitching process. Industry sources say that the pitch was primarily a ‘pricing review’.  

One of the leading global FMCG companies, 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 had successfully retained the account despite annual pitches.

exchange4media reached out to all stakeholders but did not get a response until the time of filing this story.

The business will shift from January 1, 2020.

Divya Karani, Chief Executive Officer, dentsu X, said, “Yes, we have won the Reckitt Benckiser India mandate. It is an absolute privilege to partner with such a strong, purpose-driven brand. More so, since our values deeply resonate with theirs. We look forward to a productive and enduring partnership with RB.”


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