Reckitt, a multinational consumer goods giant, behind brands like Dettol, Durex, Harpic, Vanish, Finish has appointed Zenith Middle East as its media agency of record for the GCC region. Following a rigorous and competitive pitch process, Zenith ME will take the lead in executing a broad spectrum of media responsibilities, including media planning and buying, digital, and offline media strategies. “Zenith was chosen after a very robust competitive pitch framework. Proven expertise in areas such as digital, data & analytics, innovative capabilities and most importantly alignment with our brand values were some of the key criteria behind the selection. We are very excited with this new partnership and look forward to connecting with our consumers in a more engaging and impactful manner”, said Imran Yousuf – Marketing Director Health Middle East, Reckitt. Adding to that Agnes Sipos who is the Marketing Director Hygiene Middle East, Reckitt said “The innovative & dynamic approach to media planning will unlock unparalleled ways of bringing our brand strategies to life and delivering on our business objectives – new ways to reaching to our audiences and building meaningful and lifelong connections to our brands, we’ll have the possibility to test & learn even more and taking our industry standards to the next level. With this development Reckitt has consolidated a big chunk of its media and digital business with Publicis Groupe Middle East, demonstrating its expertise in strategic approach, consumer insights, and data analytics. The Groupe’s unique ‘Power of One’ model played a pivotal role in clinching this win, as it offers numerous benefits to brands by uniting all of the Groupe’s capabilities under one cohesive agency solution.Tony Wazen, CEO of Publicis Media Middle East stated “we are delighted to welcome Reckitt, the group that is behind a lot of legacy brands. At Publicis Media We understand the modern marketing challenges of clients and how to solve them and are excited to drive the growth transformation agenda across the Reckitt brands portfolio.” “We are excited to work with Reckitt steering our full spectrum of media, and digital capabilities and driving stronger consumer connects and powerful communications for its brands. We look forward to harnessing and mobilising the best talent, and capabilities from across the Groupe and helping Reckitt enhance its consumer strategy”, said Firas El Zein, CEO of Zenith Middle East.