• by Steve McClellan , February 9, 2012

A little more than two years after consolidating its global media account with Havas Media and ZenithOptimedia, consumer goods giant Reckitt Benckiser continues to fine-tune its media agency roster.

The company has appointed Interpublic Group’s Initiative its lead media agency in Germany, where the shop will take on strategic media planning duties. The win gives Initiative its first piece of Reckitt business. 

The client spends an estimated $230 million annually on ads in Germany.

Reckitt is also said to be reassessing its media agency rosters in other select regions, but details were not available. Reps from the client did not immediately respond to queries.

The incumbent was ZO, which will continue to handle buying chores in concert with Initiatve.

With the switch, Initiative will handle media strategy for more than 25 Reckitt brands sold in Germany, including household cleanser Cillit Bang, air freshener Air Wick, pain reliever Nurofen, disinfectant Vanish, Durex condoms and Scholl foot products.

Alain Damond, worldwide managing director of Initiative's G14 region, which includes Germany and other developed markets, stated that the win proves that the "worldwide positioning of the network as a performance-led agency is perfectly in line with what our clients want us to be: a strong partner that delivers incisive communication strategies and enhances marketing performance.”

In November 2009, the client completed a global media agency review and consolidated its $1.3 billion global media account with Havas Media and Publicis Groupe's ZO.  Both organizations were already on Reckitt's roster.

As a result of that review, the U.S. assignment, with spending of about $500 million, shifted from Havas’ MPG to ZO. MPG retained Latin America and some other markets.