Publicis,Havas Get Reckitt Benckiser GBP800 Million Ad Account

Consumer goods giant Reckitt Benckiser Group PLC (RB.LN) said Tuesday it has given its GBP800 million annual global media buying account to French advertising companies Publicis Groupe SA (PUB.FR) and Havas SA (HAV.FR).

Publicis and Havas, which both previously worked with the U.K.-based company, competed against WPP PLC (WPP.LN) and Omnicom Group Inc. (OMC) for the contracts to manage media buying for Reckitt's 17 Powerbrands.

Publicis has secured about 75% of the contracts, a person familiar with the matter told Dow Jones Newswires. Publicis will be in charge of media buying in the U.K., the U.S., Asia, Germany and Northern Europe, the person added. The U.S. account was previously held by Havas' MPG agency.

Publicis and Havas both confirmed they secured the contract with Reckitt. A Havas spokeswoman confirmed the U.S. account went to Publicis but said that the overall volume remains the same for Havas.

"The consolidation will bring economies of scale, enhance media capabilities and ensure a fully-integrated approach across the brands," Reckitt said in a statement.

The company said it currently spends 12.4% of its global net revenue on buying advertising space.

-By Ruth Bender, Dow Jones Newswires; +33 1 40 17 17 54; ruth.bender@dowjones.com