• by Steve McClellan  @mp_mcclellan, August 2, 2013

Consumer goods giant Reckitt Benckiser is conducting a global media planning and buying review, the company confirmed Friday.

The company estimated that its global media spending in 2012 was roughly $1.7 billion. In the U.S. last year Reckitt spent an estimated $400 million.  

The review comes after the company hired Richard Davies as director of global media in May. He will oversee the process.  Previously Davies was a senior media executive at Unilever. Before that he held posts at several advertising and media shops including Ogilvy & Mather, JWT, Mindshare and Initiative.

The company strongly hinted when it hired Davies that a review was coming. RB’s EVP category development Heather Allen said at the time that Davies position “is an important role in RB where global performance is underlined by the emphasis we place on innovation and marketing support for our markets and our portfolio. Richard’s role will be fundamental in ensuring that we have the best global media strategy and infrastructure in place going forward.”  

The company last conducted a global media review in 2009, when it divided the assignment between MPG (since rebranded Havas Media) and ZenithOptimedia. The shops had no comment on the review, but it’s likely that they will participate.

The company issued a statement Friday confirming that it “is reviewing its media services for strategic planning and buying globally. The review will go across all media channels in all RB’s active markets, which number over 150. The review will not include a review of creative delivery.”

The company said it intended to complete the review by the fourth quarter so that the new shop(s) could hit the ground running on Jan. 1, 2014.

Company revenues totaled more than $14.5 billion last year. Brands include Nurofen, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Finish, Vanish, Woolite, Calgon, Air Wick, and French’s.