Hasta La Creative!

Reckitt Benckiser has named four shops to handle its global media-planning and -buying account following a review, the company said, including Aegis in the U.S., which replaces Publicis Groupe’s ZenithOptimedia.

Publicis remains on the global RB roster along with fellow incumbent Havas and newcomers IPG Mediabrands and Aegis. RB reported it spent $1.8 billion last year on “brand equity investment,” a more-inclusive measure of media spending that also incorporates the costs of creating owned and earned media such as branded content, public relations and corporate websites.

In a statement, Heather Allen, RB’s executive VP-global category development said, “We were delighted with the quality of the proposals we received from both our existing partners and the new ones.” The company markets such brands as Lysol, Air Wick, Mucinex and Durex.

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