M2 UNIVERSAL CLEANS UP WITH RECKITT BENCKISER
By Adnews Staff
Toronto-based consumer products group Reckitt Benckiser (Canada) Inc. has awarded all of its Canadian media planning and buying accounts to M2 Universal, formerly Initiative Media. The Toronto-based media agency won the accounts following a review which included an unconfirmed number of agencies. The incumbent media planning/buying agencies were M2 Universal and Bates Canada. Both participated in the review. M2 Universal will be responsible for all Reckitt Benckiser household division products and food brands in Canada. The company markets such brands as Lysol, Prosolve, Electrasol and French's Mustard. Creative assignments at Reckitt Benckiser agencies were not affected by the media review.
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