Reckitt has retained Z2C Limited-owned Blitz Advertising as its media agency following a media review to determine the best planning strategy and buying options for its Rs2.8 billion ($12.5 million) media budget. A media review is an annual global pricing exercise consisting of three rounds and tends to extend to a fourth or fifth round if the pricing promised by competing media agencies is close.
As first reported by Profit, Reckitt only agreed to shortlist media agencies owned by an advertising network or are an affiliate of one. By this rule, the bid will be sought by Adcom ZenithOptimedia, Starcom, and Blitz Advertising on the Publicis Media side, Synite Digital on the Dentsu side, Media Axis on the Havas side, and Orient McCann from The Interpublic Group of Companies side.
The rationale for only selecting a media agency under an advertising network or an affiliate has to do with having the financial muscle, negotiating power, analytical tools, data, talent, and technology to execute seamlessly.
The $12.5 million media review was a detailed pricing grid managed globally where they have a gross rating point and reach requirements for each month on different audiences.
The participating media agencies were expected to quote each brand’s monthly cost per rating point (CPRP). The brands are Cherry Blossom, Disprin, Gaviscon, Harpic, Mortein, Strepsils, Veet, Dettol Soap, Dettol Surface Cleaner, Durex, Bonjela, and Disprol.
“Success is sweet,” said Ahsen Idris, CEO of Blitz Advertising, when they won the account for the first time in 2021. “But it’s sweeter when it is achieved through coordination, cooperation, and collaboration. I am proud of my team, who has been on a winning spree for the last five months. I want to thank them all for delivering such great teamwork.”
According to LinkedIn Insights, Blitz Advertising has an average employee tenure of three years, among the top ten highest in the advertising services landscape.