Mumbai: IPG Mediabrands’ Initiative has retained the Media account of, Consumer Health and Hygiene Company, Reckitt Benckiser (RB) India for fifth year in a row.
Initiative will continue to handle Media Planning and Buying duties, including digital, for all brands under RB, including recently acquired Mead Johnson Nutrition.
RB, which is expected to spend close to Rs 800 crore on advertising in 2018, calls for amedia pitch every year. Initiative won the account from incumbent Zenith Optemedia in December 2013 and has been retained as media agency of record (AOR) in every pitch since then.
According to sources close to the development, RB started the pitch process in September, where 5-6 agencies participated. Finally, the competition was between Dentsu, Publicis and IPG Mediabrands,” RB retaining the agency for a fifth year is a symbol of acknowledgment of the strategic approach, consumer insights, data analytics, and media efficiency of Initiative.
The agency has launched ‘BanegaSwachh India’ campaign for Dettol and Harpic in India, which has won many accolades in the country. Initiative has also launched a Chat bot for Durex, a first in anywhere in the world, which RB is planning to take to other international markets.