ZenithOptimedia has won part of a lucrative new media contract following a global review by Reckitt Benckiser.
The media agency, part of the Publicis Group, will split contracts worth £800 million with Havas Media Group (HMG) to manage 17 of the consumer goods manufacturer's largest brands, including Dettol, Vanish and Air Wick.
As well as traditional media planning and buying, the firms will be responsible for online and digital channels, highlighting the growing importance being placed by Reckitt Benckiser on consumer engagement.
ZenithOptimedia will manage the UK contract on behalf of Publicis, with territories being split equally between the media group and HMG.
Rackesh Kapoor, executive vice president of category development at Reckitt Benckiser, said the UK-based enterprise chose to rethink its media-buying strategy in the wake of evolving consumer habits and changing economic circumstances.
"Our new approach to media buying and planning introduces game-changing strategies in every aspect of how we communicate with our customers if we want to continue our track record of superior performance," he added.
Reckitt Benckiser estimates 12.4 per cent of its global net revenues are invested in advertising media.
ZenithOptimedia has offices in 72 countries around the world and is fully owned by the Publicis Group.
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