Reckitt Benckiser Puts $1.3 Billion Global Media Account in Review

Business Handled by Havas' MPG, Omnicom's OMD, Publicis' ZenithOptimedia

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BATAVIA, Ohio ( -- Reckitt Benckiser is reviewing its $1.3 billion global media account as one of the most aggressive spenders in package goods in recent years looks to get more bang for its buck -- or pound.

The U.K.-based marketer hiked global ad spending 26% last year to a reported $1.3 billion, including $476 million in the U.S., as measured by TNS Media Intelligence, which was up 18%.

Havas' MPG, sibling of Reckitt's global creative shop, Euro RSCG, handles the media business in the U.S., with Omnicom Group's OMD and Publicis Groupe's ZenithOptimedia fielding the account in other parts of the world.

A Reckitt spokeswoman declined to comment beyond a statement, which said: "We are continuing to support our brands heavily throughout the downturn, underlining our belief that in such times targeted investment in advertising is key to the future growth of our brands. ... We constantly work with our agencies to review the opportunities available to us, and to ensure that we remain ahead of the market in our use and understanding of all the options. Nowhere is this more important than in the field of media, where we must reflect not just rapidly changing technology but also social attitudes and trends."