Reckitt Benckiser Malaysia account awarded to Optimedia

By Natasha Spencer

- Last updated on GMT

Reckitt Benckiser Malaysia account awarded to Optimedia

Related tags Reckitt benckiser

FMCG leader, Reckitt Benckiser Malaysia, has selected Malaysian advertising and marketing company, Optimedia, to become its media agency partner, according to a report published by Asia’s news outlet, Marketing.

Reckitt Benckiser Malaysia, a multinational British-born company, that owns various personal care household names including Veet, Clearasil and Calgon chose Optimedia Malaysia after a global media procurement review.

Optimedia Malaysia will now handle the consumer goods company’s brand identity, awareness and media planning and buying activities during 2017, after being assigned the account from IPG.

Winning combination

“The Optimedia team has been responsive, supportive and most importantly share the same objective of driving profitable growth for our business,”​ said Tiffany Tang, Marketing Director at Reckitt Benckiser.

“We are thrilled to have secured the business. This win is a result of our investments both in people and software. It testifies to our strengths in media buying and optimisation,”​ beamed Ali Memon, General Manager, Optimedia Malaysia.

“Tardiis, our proprietary optimisation suite, and a lot of smart work from our team created the edge for us to outperform all competing bids from other agencies,”​ added Memon.

Reckitt Benckiser Malaysia will now feature alongside Optimedia’s stated portfolio clients, which include Coway, Tourism Malaysia, OCBC, Sanofi-Aventis, Singapore Airlines Group, Lazada and Kering.

Creating a clear strategy

Heading Reckitt Benckiser’s media actions, Optimedia were selected based on their strategic focus that prioritises measuring metrics to establish clear and strong returns on investment (ROI).

Piyee Wong, Head of Media at Publicis One, elaborated: “At Optimedia, we see the current economy as an opportunity to push our limits and build brands by focusing on business results over meaningless media metrics.”

“Our focus on RB will be to use our Live ROI approach and focus on specific actionable insights that drive growth for RB in Malaysia.”

It’s all in the answers

Using Live ROI, which consists of ideas and a collection of tools relating to runtime data that is transformed into actionable information and valuable insights, Optimedia makes a third of Publicis One Malaysia group’s media names.

Market researcher Euromonitor International recently released its report on how beauty consumers are looking to ‘experience more’ through “immersive technologies such as augmented and virtual reality, and multimedia, including video and podcast”​.

It reports that these “emerge as critical platforms for brands to showcase their identities and sustainable practices; appealing to the socially-minded but visual Millennial consumers”.

As such, Optimedia’s focus on measurement and analysis may help to position fuel Reckitt Benckiser Malaysia’s growth in the nation and the wider APAC region.

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