Reckitt Benckiser has announced the consolidation of its media buying tactics by appointing two new global agencies to take control of the 17 brands it owns.
The contract has been awarded to Havas Media Group and Publicis Group and is worth 800 million pounds per year.
As well as its traditional media planning and buying, online and digital media constitutes part of the review, pointing to the increasing importance the organisation is placing on engaging with its consumers in the digital sector and taking a fully integrated approach to communications.
Executive vice-president of category development for the firm Rakesh Kapoor stated that the firm's new approach "introduces game-changing strategies in every aspect of how we communicate with our customers, which we need if we want to continue our track record of superior performance".
This follows the news that Reckitt Benckiser experienced a "very good" first half of 2009.
Chief executive of the organisation Bart Becht made these comments as the firm revealed an increase in total net revenue of eight per cent during the timeframe.