Reckitt Benckiser Malaysia shifts account from IPG

FMCG player Reckitt Benckiser Malaysia has appointed Optimedia Malaysia as its media agency partner to undertake media planning and buying duties for the year of 2017. The account win follows a global media procurement process for Reckit Benckiser. Meanwhile, the incumbent on the account was IPG.

According to Tiffany Tang, marketing director at Reckitt Benckiser, Optimedia was selected as it shown a strong ROI approach to planning and optimisation.

“The Optimedia team has been responsive, supportive and most importantly share the same objective of driving profitable growth for our business,” Tang added.

“We are very thrilled to have secured the business. This win is a result of our investments both in people and software. It testifies to our strengths in media buying and optimization. TARDIIS, our proprietary optimisation suite, and a lot of smart work from our team created the edge for us to outperform all competing bids from other agencies,” Ali Memon, general manager of Optimedia Malaysia said.

“At Optimedia, we see the current economy as an opportunity to push our limits and build brands by focusing on business results over meaningless media metrics. Our focus on RB will be to use our Live ROI approach and focus on specific actionable insights that drive growth for RB in Malaysia,” Piyee Wong, Head of Media at Publicis One, added.

According to the agency, Reckitt Benckiser Malaysia joins its client roster alongside other clients such as Coway, Tourism Malaysia, OCBC, Sanofi-Aventis, Singapore Airlines Group, Lazada and Kering.