WPP Media has been appointed by Reckitt to manage media planning and buying, said to be worth $US700 million, across 21 European markets.
The agency will develop strategy and activate across Reckitt's portfolio of health and hygiene brands including Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol, Finish and Vanish.
"Reckitt brands are an important part of daily life for hundreds of millions of people around the world," said WPP CEO Cindy Rose.
WPP will support Reckitt's growth strategy using the WPP Open marketing platform, which enables collaboration across data sources including retail media networks without moving or sharing data.
"This is a major milestone in simplifying the way we market and ensuring our strategy and media execution works as one," said Reckitt chief category growth officer Ryan Dullea.
WPP will service Reckitt's media business with an integrated model combining local market expertise with centralised governance.
The partnership takes effect on January 1.
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