Reckitt Benckiser moves media duties to IPG's Initiative in India

UK-headquartered Reckitt Benckiser has said that it has appointed IPG as the company’s media partner for India. Aegis, Havas and Publicis (ZO) have been named other global media agency partners.

In India, ZenithOptimedia (ZO) was the media AoR until the development.

Shashi Sinha, CEO, IPG Mediabrands India, confirmed that group agency Initiative will handle the account.

The new roster of agencies follows a global media review by the company, which has a presence in 60 national markets.

While the FMCG behemoth has existing global partnerships with Havas and ZenithOptimedia (Publicis), Aegis and IPG are new additions to its global roster.

Heather Allen, executive vice president global category development, Reckitt Benckiser, said, “We were delighted with the quality of the proposals we received from both our existing partners and the new ones, with whom we’re excited to be working with for the first time on a global basis.  Our media investment is critical for our brands to engage with consumers around the world."

On winning the media mandate, Anamika Mehta, CEO, Initiative said, “It is definitely a moment of pride for Initiative to have won such a huge prestigious client.”