Reckitt Benckiser Shakes Up Media Strategy: Omnicom Media Group Takes the Helm!

Reckitt Benckiser's Major Shift in Media Strategy

One of Australia’s largest advertisers, Reckitt Benckiser (RB), is making a significant change in its media buying and planning agency for the first time in 14 years. This shift will see Reckitt transition from its long-standing partnership with Publicis Groupe’s Zenith to Omnicom Media Group (OMG).

Confirmation of the Change

Florence Paoli, marketing director of Australia & New Zealand for Reckitt Hygiene, confirmed the news to B&T, expressing gratitude for the achievements realized during the decade-long partnership with Zenith. She stated, “Reckitt in Australia has enjoyed a strong and valued partnership with Zenith for over a decade, marked by significant achievements across our media strategy.”

New Opportunities Ahead

Paoli highlighted the excitement surrounding the new partnership with OMG, known for its data-driven, people-first approach, which aligns perfectly with Reckitt’s strategic vision. She remarked, “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.”

Zenith's Response

Jonny Cordony, managing director of Zenith Sydney, expressed pride in their 14-year relationship with Reckitt Benckiser and wished them success in the future.

Reckitt Benckiser's Advertising Spend

According to Nielsen’s ad spend data, Reckitt Benckiser was Australia’s fourth largest advertiser in 2023, with estimated media spending ranging between $80 million to $100 million. This positions them ahead of major brands like Amazon and KFC, but behind Harvey Norman, Woolworths, and McDonald’s.

Overview of Reckitt’s Brands

Reckitt’s portfolio includes popular brands across hygiene, health, and nutrition, such as Nurofen, Dettol, and Durex. Recently, they announced plans to sharpen their product portfolio by selling some home care brands that generated around $3.77 billion in sales in 2023.

A Shift Towards Digital

In a previous move, Reckitt brought digital media buying in-house, focusing on a broader digital transformation across the business. This strategic shift is part of their efforts to enhance consumer experience and ROI.

A Glimpse of the Past

This time last year, Mortein launched a campaign featuring Louie the Fly, inviting Australians to participate in a unique fly hunt for a chance to win cash prizes. Here’s a look at one of the classic Louie the Fly commercials: