RB (Reckitt Benckiser) has appointed UM MENA; the Interpublic Group brand, as its media agency partner across the Middle East region. This appointment follows an extensive review by RB to ensure the company benefits from the best in class strategic media planning and buying.

The partnership will see UM MENA working with Reckitt Benckiser across their stellar portfolio of brands – Dettol, Veet, Durex, Scholl among many others. UM MENA’s remit encompasses all touch points including Mainstream media, Social Media, Search and Digital. RB has an existing global partnership with IPG and this appointment further strengthens the relationship. In the Middle East, RB is one of the top 3 FMCG advertisers.

Cecile Divisionali, RB’s Marketing Director for the Middle East, says, “I’m truly excited to start this new relationship with Universal McCann. The time has come for RB ME to have a holistic and integrated approach on our media strategy. Doing so, we will be able to excel in the way we reach our consumers, overdriving top of mind communication, brand penetration and as a result market share.”