Omnicom Media Group wins Reckitt media pitch
Omnicom Media Group (OMG) has won the media account for consumer goods giant Reckitt Benckiser, following a competitive pitch.
For the first time in 14 years, Reckitt – which owns a number of leading brands including Mortein, Nurofen, Dettol, Scholl, Air Wick and more – has found a new agency to manage its media buying and planning.
The move to OMG marks the end of Reckitt’s long-term partnership with Publicis Groupe’s Zenith Media, which first won the account in 2010.
In 2022, Reckitt brought its digital media buying in-house, which reduced Zenith’s remit on the account.
“Reckitt in Australia has enjoyed a strong and valued partnership with Zenith for over a decade, marked by significant achievements across our media strategy. We’re grateful for the team’s dedication and celebrate the work we have delivered together,” Florence Paoli, ANZ marketing director, Reckitt Hygiene, said in a statement.
“As the home of some of the world’s most loved household and healthcare brands, we’re excited by the new opportunities new partnerships can bring, particularly as we focus on driving consumer delight and category growth within our portfolios.
“Omnicom Media Group (OMG) is known for its data-driven, people-first approach, which perfectly aligns with Reckitt’s strategic vision. As we begin our partnership with OMG, we look forward to an exciting year of driving success, as well as pushing the boundaries of consumer engagement through innovative TV and offline strategies.”
Earlier this year, Reckitt announced plans to sell off some of its home-care brands – including Mortein, Air Wick, Calgon, and Cillit Bang – to streamline its business. By the end of 2025, its three divisions – hygiene, health, and nutrition – will have sharper brand portfolios.
OMG has declined to comment.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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