RECKITT BENCKISER CANADA HIRES MAXXMEDIA
By Adnews Staff
Reckitt Benckiser (Canada) Inc. has appointed MaxxMedia its media agency of record. Beginning July 1, MaxxMedia will assume responsibility for media planning and buying for Reckitt Benckiser's brands in Canada, which include Lysol disinfectants, Wizard air fresheners and French's mustard. MaxxMedia was shortlisted for the account with Cossette Communications Group and VMC Advertising. Reckitt Benckiser's current media agency is M2 Universal. John Broome, marketing director for Reckitt Benckiser, said the media review was prompted by conflicts of interest caused by the global realignment of the company's creative advertising account. Earlier this month Reckitt Benckiser appointed EURO RSCG and J. Walter Thompson its global advertising agencies. Previously it used McCann-Erickson WorldGroup, of which M2 Universal is a part.