MPG India retains media business for Reckitt Benckiser

MPG India has retained the media business for Reckitt Benckiser. Reckitt Benckiser, the owner of brands Vanish, Veet, Clearasil and
Dettol.

MPG will be doing media planning and buying for Reckitt Benckiser. The account size is Rs 200 crore. MPG has been handling the business in India past since four years since 2004.

MPG will also handle the business in South Asia. ZenithOptimedia has also won the UK, US, German and Northern European markets. The contracts are worth globally in the order of $800 million per year.

The company currently spends 12.4 per cent of its global net revenues on buying advertising media – putting it in the very top echelons of
the global consumer goods peer group.

In an official communiqué, Rakesh Kapoor, executive vice president, category, Reckitt Benckiser said, ''We have chosen two global media partners that will bring us new consumer insights, better capabilities in technology and systems and superior skills in ensuring that we
build better consumer engagement strategies and executions. The process was managed by the RB Global Media Teams.''

The company believes that this consolidation will bring economies of scale, enhance media capabilities and ensure a fully integrated approach across the brands. Digital media will gain prominence in media planning for all Reckitt brands, the official release said. In fact, digital media was also part of the global review besides traditional media.