UM MENA has won the media account for Reckitt Benckiser (RB). UM will now handle all mainstream media, social, search and digital duties for RB across the Middle East region.

One of the top three FMCG advertisers in the Middle East, RB brands include Dettol (the world’s largest selling antiseptic), Veet (the world’ largest selling hair removal brand), Durex and Scholl. The win follows an extensive review by RB, looking to capitalize on best-in-class media buying and planning.

“I am truly excited to start this new relationship with UM,” said Cecile Divisionali, Marketing Director, Middle East, RB. “The time has come for RB to have a holistic and integrated approach to our media strategy.”

Headquartered in Slough, Berkshire, England, RB is a major producer of health, hygiene and home products. It has operations in over 60 countries worldwide with its products sold in almost 200 markets. The company’s strategy is to have a highly focused portfolio concentrating on its 19 most profitable brands, which are responsible for 70 percent of its net revenues.