Publicis Media agency Zenith has retained Reckitt’s U.S. media business in a final shootout with WPP Media, ADWEEK has learned.
Zenith defended the business in a competitive pitch that began broadly but ended in final stages head-to-head against WPP Media, according to sources familiar with the matter.
WPP won Reckitt’s European media business in November, managing the CPG giant’s media planning and buying across 21 markets—an account worth $700 million, per COMvergence.
Zenith was the incumbent in the UK, and Reckitt worked with all of the major holding companies across other markets.
At the time, Reckitt chief category officer Ryan Dullea called the move “a major milestone in simplifying the way we market and ensuring our strategy and media execution works as one.”
