Omnicom Media Group (OMG) has been appointed to the media account of Reckitt Benckiser following a competitive and closely guarded pitch.
The account moves to OMG after 14 years with Publicis Groupe’s Zenith. The holding company will oversee the media buying and planning agency of the British-Dutch consumer goods company.
Reckitt spent $110m AUD in total with Zenith in 2024 and is the 13th biggest measured-media advertiser in Australia, according to Comvergence data.
Florence Paoli, marketing director – Australia & New Zealand – Reckitt Hygiene, said in a statement: “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.
“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.”
Jonny Cordony, managing director of Zenith Sydney: “We are incredibly proud of our 14-year relationship with Reckitt Benckiser in Australia and thank the team for the great partnership we built over this time. We wish Reckitt all the success into the future.”
The FMCG’s brands span three categories: hygiene, health and nutrition; brands include Nurofen, Air Wick, Dettol, Harpic, Mortein, Strepsils, Durex, Vanish, Finish, Gaviscon and Veet.
In Nielsen’s 2023 advertiser rankings, Reckitt was one of the top spenders, outranking Amazon, KFC, and Coles, though behind industry heavyweights Woolworths, McDonald’s, and Harvey Norman, which claimed the top spot.
However, the report noted that the consumer goods company spent more than e-commerce giant Amazon (5), KFC (6), Chemist Warehouse (7), Telstra (8) and Coles Supermarkets (9). The beleaguered telecommunications giant Optus rounded out the top ten.
Reckitt’s shift to OMG signals a strategic alignment with the agency’s data-driven and consumer-centric approach, a move expected to further cement Reckitt’s market leadership in the hygiene, health, and nutrition categories.
See also: Harvey Norman top’s Nielsen list of biggest spending advertisers in 2023