Reckitt Benckiser Partners With UM MENA For Its Media Duties


Health and hygiene company Reckitt Benckiser (RB) has appointed UM MENA as its media agency partner across the Middle East region. The appointment came following an extensive review by RB to ensure the company benefits from the strategic media planning and buying.

The partnership will see UM MENA working with RB across their stellar portfolio of brands – Dettol, Veet, Durex and Scholl among many others.

UM MENA’s remit will encompass all touch points, including mainstream media, social media, search and digital. RB has an existing global partnership with Interpublic Group and this appointment is expected to strengthen the relationship.

In the Middle East, RB is one of the top 3 FMCG advertisers.

“I’m truly excited to start this new relationship with Universal McCann. “The time has come for RB ME to have a holistic and integrated approach to our media strategy. Doing so, we will be able to excel in the way we reach our consumers,” commented Cecile Divisionali, RB’s Managing Director for the Middle East.

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