Consumer-goods giant Reckitt Benckiser has awarded its $1.3 billion global media account to two roster agencies: Havas Media and Zenith Optimedia. The shops bested challengers Omnicom Media Group, which has handled some Reckitt assignments, and WPP.
A seven-month agency review included both digital and traditional media. Reckitt execs say the consolidation is expected to bring economies of scale and improve consistency in media strategies and implementation across countries. Reckitt spent slightly more than $500 million on ads in the U.S. in 2008, up 20% from 2007, per Nielsen. Client brands, include Woolite, Lysol and Vanish.
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